The Transformative Power of Words

Artist/Design Firm Promotions - Series

2015

Y&R Toronto

Y&R Toronto Chief Creative Officer: Israel Diaz Art Direction: Pearce Cacalda Writer: Kevin Hoessler Designer: Paul Sych, Pearce Cacalda Typographer: Paul Sych Print Producer: Antoinette St. Angelo Photography: Arash Moallemi

We wanted to create a promotional piece for designer Paul Sych that was as unique as his hand-drawn typefaces. Taking inspiration from the experiments of Dr. Masaru Emoto, who demonstrated that words can change the physical structure of water, we used their power to transform reality. We created bottles inscribed with Sych’s work that infused their contents with positive energy, helping cement his reputation as one of Canada’s most innovative and influential designers.

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