Ivan Sidzhakov Freelance Creative Director

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In spite of what the name suggested, the paint in question was geared strictly toward the home market. A vat of the blindingly white substance was delivered to the agency for trials and promptly splattered after hours over select walls, flooring and clothes. Come the next day, in quick succession somebody casually mentioned the thing had glowed in the dark (it hadn’t), the brief was cracked and the concept okayed posthaste. It was indeed one of those charmed experiences where everything just fell into place, from the fortuitous alchemical ambience all the way down to font choices.

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