For the second year of the Advertising route at Central Saint Martins, I had to make a book that could take an opposite direction from conventional.

 

The book had to come with a surprise, it had to subvert sequence in an intelligent way.  I had a "magic flipbook" when I was a child and I decided to incorporate to my work the methods used in my old childhood book.

 

It's simple: cutting the right edges, the reader only flips certain pages. So I used the concept of pessimist, realist and optimist: if you only flip the book from the top edges, you'll only see a pessimist quote.

If you flip the book from the middle, you'll see a realist quote.

If you flip the book from the bottom edges, you'll see a optimist quote.