sagmeister & walsh turn reality into pop art props for department store campaign
all images courtesy of sagmeister & walsh




for the fall/winter 2015 campaign of aizone, a department store in the middle east, sagmeister & walsh have completed the concepts, art direction and design advertising series. whereas drawings often depict a 3-dimensional object or landscape in flattened form, the new york based duo have twisted this notion and created a 3D environment that looks like an illustration. playful props like purses, plants and pitchers of lemonade are made from paper and drawn in a quirky, cartoon-like style that pop with color. a series of accompanying videos animate fashion items and figurines among the vibrant settings and scenarios, while a behind-the-scenes film shows the creation and construction process of each of the sets.











behind the scenes video
video courtesy of



creative / art direction, design: jessica walsh
creative direction: stefan sagmeister
set production / design: adi goodrich, melanie chernock
photographer: stephanie gonot
makeup: anastasia durasova
instagram videos: aron filkey, santiago carrasquilla, saad moosaje