PaperMoon
A ghost for a brand that doesn't exist
PaperMoon is a toilet paper brand. It doesn’t exist. The film does: a fictional commercial, produced by the studio for itself, to show how far you can go when a brand agrees to be bold.
The bet
Take the least glamorous product there is and give it an epic. A caveman, a journey through the ages, and a discovery that changes everything.
No client, no brief, no limits. This is what we call a ghost: a campaign imagined from A to Z for a product that doesn’t exist.
What we wanted to prove
That a strong idea and a confident tone can make any product desirable. And that the studio can carry a brand from the writing to the final image, even when the brand has yet to be invented.
A very long time ago
New York, today
The discovery
