OUTSIDE BOOK
FRUITELLA
ROLE: EXECUTIVE CREATIVE DIRECTOR
The magic of outdoor play is fading. Screens are taking over kids' playtime, replacing social interactions and leading to developmental problems. Fruitella, a candy brand inspired by nature's sweetness, wanted to help children rediscover the wonders of playing outdoors.
A book that only tells its story in the sunlight, encouraging children to play outdoors.
We used a little magic to transform a storybook into a call to outdoor play - its pages appear blank indoors and only reveal the stories under sunlight.
The Outside Book was printed with a photo-sensitive ink that only reacts with the sun's ultraviolet rays. When it's opened indoors, there's nothing to be read; the book appears completely blank. One taken outside, the magic unfolds: the stories and illustrations take over the pages.
