The objective was to create funny and minimal stories, cutting away all the useless details and grasping the “core” of each story.

The process to create each story was based on “taking away” as much as possible, leaving only the essential elements to tell each story. Extreme conciseness and minimalism were the goals, to achieve an unexpected and funny point of view.

The whole project was a success that started with a viral effect on blogs and social networks and magazines too, and went on with books published in the Uk, Italy, Spain and Germany, a Facebook page, videos (one with more than 80,000 views), posters, t-shirts, merchandising and so on. All the posters were shown in an exhibition in Milan in November 2012.