ADMIRA CERARL Admira produces a wide range of interior and exterior laminates. Cerarl is a series of water resistant and fire repellent wall laminates using Japanese technology Client: Admira Website: admira.sg Services: Product Catalogue Agency: Six Planes Brief This is an initial proposal for client, their audiences are Interior Designer, Architect and Contractor, hence I took a more daring approach for the art direction of this project. Taking Japanese technology and trendy design into consideration, I wanted to tell the story of ancient Japanese Samurai using the same material to fight against fire-breathing dragon and tsunami, to showcase the product’s characteristic which is strong and durable, with a hint of visual humour. Process Thinking out of the box. Flipping through several material suppliers’ product catalogue, we can hardly tell the differences between brands. Hence in this project, I wanted to push to the client to produce a catalogue that is memorable with a strong identity. Result Well, the idea was only internal and wasn’t being pushed to the client due to the budget constraint and they would prefer a safer direction. But, I am really happy with this idea, hopefully it would get to be realized someday.