Intense Hydration: A Natural Before and After

On an early October morning, a single 11’ x 6’ billboard created by Baldwin& for the as-yet unannounced product, Intense Hydration, went up across from a Minneapolis farmers’ market—its image, of a woman with radiant skin, totally obscured by 1300 $3-off coupons, placed face down and covering the billboard. What viewers saw instead was a composite image of the same woman’s face, but “dry and flaky,” that had been printed on the coupons’ backs. Over the day, as passers-by removed the coupons one by one, time lapse photography turned the entire process into a 40-second, reimagined (and oddly pixelated!) before-and-after video demo, with the dry and flaky billboard slowly turning smooth and youthful.