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 s a resource book or as a coffee-table conversation piece the
NARS tome Make-Up Your Mind is a striking display of the potency
of cosmetology. Models are shown in extreme close-up and occupy
a full spread as side-by-side before and after comparisons. On
one page a familiar model peers out sans make-up and on the
facing page she has been completely remade by Nars using
products from his cosmetics line. In-between the pages there is
a clear mylar sheet printed with dotted lines and arrows that
act as a "how-to" guide for achieving each particular Nars
effect.
Owing to our backgrounds in publishing we are
particularly sensitive/attuned to books and book promotion. It
was our feeling that the publishing industry on the whole had
been slow to take up the idea of digital promotion for
books—leaving the online marketing innovations to come instead
from retailers, such as Amazon and its "look inside" feature.
Our thought was that illustrated books such as Make-Up Your Mind
would benefit from an expanded approach to this idea. We
proposed a Flash-enhanced online teaser, or even a digital
promotion mini-CD take-away, that would give more of the flavor
of the book's content and would generate hype and excitement
around a publisher's forthcoming titles. Using the Nars book we
generated a proto-type for this idea.
We used Flash to make an animation that highlighted each of the
selling points of the book and to show a few of the model's
make-overs. The sumptuous photography yielded great results—each
new made-over model was revealed as a facsimile of the mylar
instructions "peeled" away. The models make for an eye-catching
piece and it is a tantalizing preview that entices the viewer to
purchase the book for more. 
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SeedyPumpkins is a New York City based multimedia design studio with expertise
in digital and print media, the graphic arts and information sciences. For more
information please write: info@seedypumpkins.com
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