“We like to call this book for Mohawk Solutions the Groundhog Day or Run Lola Run of paper promotions. Our concept was the process of coming up with design solutions; sometimes it’s hard, but sometimes you come up with a bunch and wish you could use them all. We selected ten images from various sources—Mohawk wanted us to use existing photography—and then quickly and intuitively compiled them into a sixteen-page image sequence that is repeated identically three times in the promotion. Three writers each wrote their own narrative to accompany the sequence—one in story form, one in dialog form and one in a six-word memoir. Alas, no groundhog appears in the promo.”