What’s Popped Up: Pearle Pop-up Ads

Lately I’ve been seeing a lot of commercial pop-up advertisements made for the screen. One of my most favorite campaigns comes from Belgium. Pearle Optics wished to make a giant pop-up ad and didn’t want to resort to CG or digital tricks, so they turned to the wonderful paper engineer Kees Moerbeek.

Moerbeek and the crew were able to make one of the largest functional pop-ups that I am aware of and it took a forklift to bring in the book! There are three short commercials and a “making of” video that are all in Dutch but don’t worry as they are easy to follow and have a universal charm.


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