Fitzroy Amsterdam uses metal ink and x-rays to make a see through magazine
Dutch magazine Marketing Tribune asked Amsterdam based advertising agency Fitzroy to create a cover for the next edition of its magazine. The theme: health care marketing. Because a simple solution isn’t always the suitable answer, Fitzroy went all out.
Metal ink and x-rays
Fitzroy came up with the not so ordinary idea to create a cover using x-ray photography. A copy of the magazine was printed with specially mixed ink containing metal particles. Illegal in The Netherlands. Then they visited a hospital to x-ray the pages and create a one of a kind cover image. The result is a unique x-ray cover that makes it possible to look through the entire magazine in one glance.