Taking an alternative look at identity

Paper sample booklet

  • Art Direction
  • Concept
  • Design

Client Contact:


Sarah Laing
Paul Fisher:

As part of a series of paper sample booklets, BJ Ball papers wanted to focus on the link of how we see ourselves and our identity. It was a relatively open brief, so I decided to explore the aspect of personalities that connect the unseen deep-seated obsessions with the everyday person. In a double portrait series I first showed our subjects straight up, then through a reveal gatefold show them in their full blown obsession.

A stern faced policeman turns out to be an Elvis impersonator, a wines and spirits consultant plays the celebrated Duke of Wellington.

The game became trying to guess the obsession of the straight up person you saw before you.

A Best Award came my way for this effort.