All About Cheddar
Brief
Stuart Semple needed a promotional artwork to launch his Kickstarter campaign and challenge artist Anish Kapoor over exclusive black pigment. The piece had to be bold and shareable.
Our Approach
We created a giant mouse trap from laser-cut steel, powder coating, rope and an axe. The trap was installed in Covent Garden and photographed for the campaign. It referenced the world’s most exclusive cheese while also nodding to Semple’s black paint challenge.
Impact
The spectacle generated social media buzz and drove interest in the Kickstarter, demonstrating how unexpected, oversized props can capture public imagination.
