The brief was simple. Fedrigoni wanted to print a new 2018 calendar that would be designed by 365 UK based creatives. Fedrigoni puts together an annual calendar but had never done one like this before, calling on creatives within the industry. All of the funds raised would go directly to the Make-A-Wish charity. No pressure at all right?
Each company was assigned a specific date and given the creative freedom to respond in whatever manner they desired. From that point on the shackles were off, with the only restriction being that the design would be printed in one colour (silver) on black.
We were assigned January 20th, and so the brainstorming officially began. We looked at lunar cycles. We considered memorable dates of famous politicians. We pondered over the birthday of Buzz Aldrin, because let’s face it, who wouldn’t want an excuse to do something space related?
The moment of inspiration
All of this had promise, however there was one fact that stuck out from the rest, the first airing of a show that would become a cult classic, Breaking Bad. To put the icing on the cake, 2018 would be the 10th anniversary of this momentous occasion. We felt compelled to bring this idea to life and do it justice.
Our idea focused around Jessie Pinkman and Walter White’s line of work, cooking crystal meth. Looking like smashed glass, the broken and shattered meth is an iconic image from the show and by weaving our date into this, we knew we were onto something good.