Selected Work / Unfinished Fables
Unfinished Fables
A publishing campaign that lets the fairy tale stay half-told.
FÁBULA · Independent imprint
Role
Creative & Art Direction
Scope
Campaign world, 12-plate key-visual system, social, display, out-of-home
Outcome
One locked visual rule that holds from a story card to a billboard
Challenge
Publishing campaigns sell endings: the resolved cover, the finished tale. FÁBULA, an imprint devoted to retold fairy tales, needed a campaign that sells the opposite — the pleasure of a story still in motion.
Approach
Make unfinishedness the brand. Each key visual is a fable interrupted mid-drawing: one creature rendered fully real inside a world still in pencil, so the viewer's eye completes the tale. The slipper fits the frog — no transformation required.
Process
Built a 12-plate visual system on one locked rule — cream paper, blue ink linework, teal watercolor, unfinished graphite, one hyperreal subject, exactly one vermilion act per plate. The constraint keeps twelve different tales reading as one voice.
Creative Direction
The red stroke is the editorial gesture: the author's mark crossing out the expected ending. Held across feed, stories, programmatic display, and out-of-home so the campaign is recognizable at any crop.
Outcome
A flexible campaign world — 12 plates, social system, display suite, OOH — that stretches from a story card to a billboard without losing the hand-made grain.
Lessons learned
Restraint is a style. Leaving the drawing unfinished gives the audience the last word — participation beats polish.
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