Introducing the Full Tilt Detergent Poster: a one-of-a-kind poster made from pre-perforated dissolvable laundry detergent strips. The posters were made using eco-friendly, ultra-concentrated detergent paper produced by Dizolve and special colour-safe, anhydrous ink that contained less than 7% liquid to prevent the posters from dissolving during screen printing and ensure no clothes would be ruined when washed with the detergent strips. We created the artwork using the spokes of a bike wheel and sweat droplets to frame the piece. A gritty half-tone background was added to give the poster an overall distressed look to match the aesthetic of the cycling studio.
Print advertisement created by JWT, Canada for Full Tilt Cycle, within the category: Sports.
Chief Creative Officers: David Federico, Josh Budd
Executive Creative Directors: Ari Elkouby, Cory Eisentraut
Designer: Michael Byzewski
Production Director: Nicola Martin
Print Production Manager: Maria Goss
Senior Production Artist: Patrick Conway
Production Coordinator: Kristina Loschiavo
Producer: Julian Weiman
Photographer: Jessie Lau
Colour Artist: Andy Smits