Raleigh Paper “LOOK!” book

Look book


We all look different. And we all look at the world differently.


Long story. And a long time ago now, but still a favourite …


Raleigh Paper had a new stock to promote called “LOOK!”. They asked Myke Christoffel and Todd Hansson at Gasket to do a promo piece that would appeal to edgy design studios and ad agencies and the like. Gasket roped me in to develop the concept and copy. And so …


We sent 13 single-use, 24 exposure cameras to different people in different places around the country. Why exactly 13 escapes me today. Anyway, each person took eight pics on set topics, then passed the camera on to someone else, somewhere else … And so on …


Weeks passed. Then more weeks. Then one day, one of the cameras popped up in the PO box. Then a few days later, another. Then another. And another, and so on, until all the little ducks came back. Phew.


Processing the film, we felt like kids on Christmas morning. Each camera made it to three people. All up, this produced 39 eight-image LOOK! compositions, and a total of 312 images—less a few that didn’t come out.


We got pics of everything from newborn babies to dog poo, cars to guitars, newspapers to graffiti, ingrown toenails to wedding rings, tomato plants to instant casket tickets, pigeons and crows to washing and dripping taps.


The pics come from all over the country: Auchenflower, Bald Hills, Boulder, Bourke, Burleigh Heads, City Valley, Cygnet, Dunsborough, Elwood, Everton Park, Hawthorne, Highgate Hill, Illaroo, Kalamunda, Kalgoorlie, Kings Cross, Launceston, Lismore, Manly, Maroochydore, Mt Isa, Narrabundah, Nedlands, New Farm, North Ward, Paddington, Potts Point, Richmond, South Yarra, St Kilda, Summer Hill, Surfers Paradise, Surry Hills, Tarragindi, Tennant Creek, Thomastown, Warriewood, Woodville, everywhere man.


Have a LOOK! For the full story, see the Desktop mag feature.


Client: Raleigh Paper | Design: Gasket (former studio of Myke Christoffel and Todd Hansson)