DESCRIPTION
A 20-page promo magazine for the first non-dry gin in the world: WET by Beefeater. The publication was created by DressLab, designed by Albert Folch, and distributed in the coolest fashion stores and clubs.

PROCESS
To promote this drink, in every WET issue, a creative is invited and given a theme, to develop an idea that links it to the brand. For the first issue, Serial Cut™ was chosen to do so, having the Night as a theme. All photographed elements were REAL, so the final result was a photographic collage, with elements that had been scanned, printed and cut (falcon, deer) and Helvetica typography made from plastic and real elements (pink strips, straws, ice cubes, glasses, diskette...). This collage could have easily been done with Photoshop, but was actually done in a photography studio, and was barely retouched digitally. It’s something like “photographed graphic design”, in a sophisticated blue and magenta atmosphere.