An unsaturated aesthetic that cuts a striking silhouette.

In 2019 Mumbai Patisserie chain, I love baby cakes made the journey from India to Hong Kong and turned to Actuator Media for their social media print and video campaign to promote their sweet treats. 

During our research we discovered a glut of bakers inundating the feeds of would be cake connoisseurs with over saturated rainbows. In order the cut through the noise we used a ‘When your competition goes left you go right‘ strategy.

Using a black and white film noir visual style with select splashes of colour we created a series of social media posts that were the polar opposite of the conventional campaigns that cut a striking silhouette.