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In an ephemeral social media landscape, self-publishing service ifolor wanted to remind people that their greatest moments can live forever within the pages of photo books. Created by ad agency Walker Zurich and directed by Ben Gregor of the production company Knucklehead, ifolor’s new TV spot presents a bloody skirmish between two gangs of Viking re-enactors—except the warriors are more concerned with posing for selfies than defeating each other. Swords and spears give way to cameras and selfie-sticks as warriors majestically ride through the battle on horseback, or adjust their hairstyles before they are slain. The spot garnered popularity both on the air and on the Internet, collecting more than a million views on YouTube.

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