"For the concept to move forward, Margaret Atwood and Rupi Kaur will need to approve the copy.” Cool… cool.

In collaboration with Indigo’s internal creative team, we launched a platform that captures the spirit—and chaos—of the creative mind. Featuring renowned Canadian writers Rupi Kaur and Margaret Atwood, we blended the tactile, analog feel of books and photography with live action and dynamic audio.

Both Margaret and Rupi went easy on us, taking only a few shots at our ego.