“Liderpapel, which produces paper products, wanted to launch Antartik, its own brand of premium notebooks. The goal of this TV commercial was to introduce these notebooks to the public, emphasizing their design. The creative concept was built on self-expression. You can express yourself with an Antartik notebook; your notebook says a lot about you, as much as the watch you wear, the car you drive and the perfume you use. The claim originates from this reflection: ‘Antartik says a lot about you.’ The product category as well as the creative idea called for a very particular production. That’s why we chose to work with Lucas Zanotto, a video artist who used a match-cutting technique to achieve the result we wanted.”