We decided to make a press book to capture the spirit of the movie: the day to day life of the superheroes. And what is more mundane than the actual wallet of Mr Incredible. We also wanted it to be a piece full of surprises, like the movie. As you were removing things from the wallet you would be getting into the life of the family and obtaining at the same time information about the movie.

The movie was a success and there was great presence in the media.