Lewis Elks

D&AD New Blood Penguin Books brief

To engage Gen Z with Penguin merchandise, you must connect with the digital community of readers that lives online. This generation is reading - most expressively on BookTok where an annotated book has become a badge of honour for a dedicated bookworm. 

Penguin REMARKit is a book annotation pack that assists hardcore readers in personalising their favourite books, helping them to flaunt their thoughts on social media.

ISTD "The Spaces Between" brief

Existence Is Elsewhere explores the concepts of the conscious and unconscious mind, which seem like binary oppositions in many ways, as well as how the artists of the 1920s looked to combine the two to create a “more real” reality, a surreality. It does this by splitting into three parts: The Conscious, The Unconscious & The Surreal.

Each publication gives an overview of the origin of each concept, with The Conscious covering many different theories about what the mind is as well as how it works. The Unconscious investigates the techniques and ideas put forth by Sigmund Freud which aim to bring the unconscious into the conscious. The Surreal introduces how artists took these techniques as a method of creating truly revealing artwork that directly shows the mind rather than merely describing it. 

Our perception of reality lives in the mind and therefore exists outside the bounds of a singular physical space, it is only through unconventional juxtaposition that truth can be found.