Simply to remind people of the magic of books and how good it feels to read - in a way that modern-day media simply can’t replicate. In a world of fast content, diving into a good book and having that immersive experience has never felt so rewarding or necessary. So while reading looks passive from the outside, the challenge was to make the subjective experience come to life on screen.

While most people feel they should read more and feel a real connection to books, the amount of time for reading is being squeezed, losing out to modern entertainment mediums like streaming or scrolling. This campaign gives life to the invisible magic that happens inside our imaginations when engrossed in a book - inspiring readers to read more and get more out of what they read. Celebrating the place of books at the foundation of culture, the campaign is made up of six different films, each combining live action with a bespoke and unique animation style specific to a genre.