MAGIC TRICK - Campaign for Caran d'Ache®

For those who wouldn't know Caran d'Ache, it is one of the best producers of color pencils and writing tools I know. On top of this, they are based in my home town Geneva, Switzerland. Actually, I learned how to write and draw using their material. No need to say that I have a special connection with this brand and was super hyped to work on this project with them.

The challenge in this project was to present one of Caran d'Ache most emblematic ballpen models, the 849, and come up with an interesting and playful way.
I directly thought about creating optical illusions in which I would include their product. I liked the idea of giving the pen the role of a magic wand.

To create these two images, I solely used analog techniques. More specifically an ancient drawing technique called Anamorphosis. This technique allows the viewer to see a "secret" image but ONLY from one specific point of view.

In these images, the public sees the pen entangled into the drawing and knows that it is impossible, but they see it... so how is this possible?
Photoshop or Magic?

The "G" stands for GENEVA, the city in which Caran d'Ache
was founded and where its head quarter and factory are still located.
Additionally, the flowers depicted in the letter G are Edelweiss.
One of the symbol of Switzerland.

The second image is playing with the perceptions of depth.
The "C", which stands for Caran d'Ache, is represented as a hook hanging over a seemingly bottomless pit, and that is held safe by their product, the 849!

This image generates as well a lot of confusion at first sight because the viewer knows that the "C" isn't really hanging on the pen, but what's the trick?

LAST WORDS:
Something that I especially liked in this project was that, despite living in a digital era, we decided to create all the optical illusions using solely analog techniques.

Because all the products that Carand'Ache is producing are analog tools for artists, it was, therefore, important for me to avoid using the help of any computer or software to create these illusions.

All we needed was:
Their product, the imagination of the viewer, and a little bit of magic. ;)