• 6.13.13

    Jeff Nishinaka for Kleenex

    Paper sculpture artist Jeff Nishinaka shows us his softer side with a new project for Kleenex tissues and JWT Shanghai. The stunning elegance of Jeff’s paper art calls for a new definition of paper, and over the past 15 years he’s built up international recognition for his unique 3-dimensional art forms.

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    For Kleenex, Jeff made these two lovely posters to help Chinese audiences let their softer side out. Jeff worked with creatives at JWT to design and paper cut the portraits plus type and turn them into stunning 3D posters which were displayed in a variety of locations such as a screening of a sad movie where people might need a tissue. To incorporate Kleenex tissues, Jeff cut a hole in the back to allow access to the inner structure from behind. The tissues coming from the eyes as tears play off the “let your softer side out” project slogan.

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