HOUSE OF LIES
AXN PRESS KIT
HOUSE OF LIES
AXN PRESS KIT
»CLOTHES MAKE THE MAN« AND SOMETIMES A NOT QUITE ORDINARY PRESS KIT.
After the success of the Romanzo Criminale press kit, aVOIR was assigned to create a customized press kit for the launch of the Golden Globe winning TV series House of Lies on AXN Germany. The »bad boys« pay-TV channel from SONY Pictures Television. In contrast to the raw, underground, vintage-style of Romanzo Criminale, the plot of House of Lies takes place in the shiny top floors of the successful American business world. The story of the comedy-drama is centered around Marty Kaan (played by Don Cheadle) and his young, down-and-dirty team of management consultants, jetting from one mad business meeting to the next. Their sole objective: making as much money as possible.
CREDITS
CLIENT
SONY PICTURES TELEVISION
Deutschland
AGENCY / PRODUCTION
aVOIR
CONCEPT & ART DIRECTION
Christian Deister
PROJECT MANAGEMENT
Benjamin Mischo
PRESS KIT //
CONCEPT &
DEVELOPMENT
»Clothes make the man« is for the sly consultants of House of Lies not an empty proverb, but rather an absolute prerequisite for building up the facade of complete innocence. We wanted to take up exactly this game of appearance and reality for the development of the House of Lies press kit. In contrast to the honest and at the same time diabolic title of the series, we decided to design the visual appearance of the press kit in a way that is reminiscent of a noble, perfectly (innocent) white business shirt. Certainly not the easiest approach with paper and cardboard as starting materials, but also good chance to express the fun part of the series as well.
In addition to a booklet about House of Lies the press kit also contained a small business card case as a giveaway. As these items don’t need that much space we decided to design the House of Lies press kit as a folder. Or to be more precise as a folder that reminds of a shirt.
For the surface of the folder we chose a high-grade, pre-embossed paper, inspired by fabrics with a classic herringbone pattern. The noble appearance of this spotless white paper perfectly matched our intention. Nevertheless it was only a first step into the right direction. Instead of simply laminating the pre-embossed paper onto cardboard we searched for possibilities to get away from straight, hard surfaces towards softer and more fabric like shapes. To create the look we had in mind we developed a simple and at the same time robust substructure.
To maintain the soft and flowing shapes we wanted to achieve with our setup, only few edges of the paper were attached to the cardboard below. Somehow this approach reminded us more of an upholstery process than a classic print production. We used our upholstery-technique for the outer as well as the inner part of the folder. As a final touch and to seal our fluffy press kit we had special cufflinks with the AXN station logo manufactured.
A nice side-effect: after we tackled all the press kit folder challenges, the House of Lies booklet design appeared really easy-peasy!
PRESS KIT //
CONCEPT &
DEVELOPMENT
»Clothes make the man« is for the sly consultants of House of Lies not an empty proverb, but rather an absolute prerequisite for building up the facade of complete innocence. We wanted to take up exactly this game of appearance and reality for the development of the House of Lies press kit. In contrast to the honest and at the same time diabolic title of the series, we decided to design the visual appearance of the press kit in a way that is reminiscent of a noble, perfectly (innocent) white business shirt. Certainly not the easiest approach with paper and cardboard as starting materials, but also good chance to express the fun part of the series as well.
In addition to a booklet about House of Lies the press kit also contained a small business card case as a giveaway. As these items don’t need that much space we decided to design the House of Lies press kit as a folder. Or to be more precise as a folder that reminds of a shirt.
For the surface of the folder we chose a high-grade, pre-embossed paper, inspired by fabrics with a classic herringbone pattern. The noble appearance of this spotless white paper perfectly matched our intention. Nevertheless it was only a first step into the right direction. Instead of simply laminating the pre-embossed paper onto cardboard we searched for possibilities to get away from straight, hard surfaces towards softer and more fabric like shapes. To create the look we had in mind we developed a simple and at the same time robust substructure.
To maintain the soft and flowing shapes we wanted to achieve with our setup, only few edges of the paper were attached to the cardboard below. Somehow this approach reminded us more of an upholstery process than a classic print production. We used our upholstery-technique for the outer as well as the inner part of the folder. As a final touch and to seal our fluffy press kit we had special cufflinks with the AXN station logo manufactured.
A nice side-effect: after we tackled all the press kit folder challenges, the House of Lies booklet design appeared really easy-peasy!
CREDITS
CLIENT
SONY PICTURES TELEVISION
Deutschland
AGENCY / PRODUCTION
aVOIR
CONCEPT & ART DIRECTION
Christian Deister
PROJECT MANAGEMENT
Benjamin Mischo