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Lead Image

ADC Toscani Speech Newspaper & Posters


Production Method




Underline Studio & Ben Weeks

Lettering: Ben Weeks
Design: Underline Studio
Underline Partner: Fidel Pena
Underline Partner: Claire Dawson
Underline Designer: Emily Tu
Underline Designer: Jack Choi
Text: Oliviero Toscani
Editor: Zack Kinslow



Newspaper Club

Printed to share Oliviero Toscani’s killer speech on creativity, this newspaper gives urgent encouragement to artists. The black ink on creased pages combined with playful illustrations reminds us that the medium doesn’t have to be fancy—as long as we’re communicating, we’re evolving. 



Art Directors Club

Quantity Produced


Production Cost


Production Time

6 weeks

Dimensions (Width × Height × Depth)

11.5 × 14in

Page Count


Paper Stock


Number of Colors





Circular STD Book

This piece is available for purchase for free! (PDF download)

ADC Toscani Speech Newspaper and Posters
ADC Toscani Speech Newspaper and Posters
ADC Toscani Speech Newspaper and Posters
ADC Toscani Speech Newspaper and Posters
ADC Toscani Speech Newspaper and Posters
ADC Toscani Speech Newspaper and Posters ---

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Project Description

World famous photographer Oliviero Toscani delivered an impassioned keynote speech on creativity at the ADC Festival of Art + Craft in Advertising and Design in Miami Beach. This project's goal was to share Toscani's speech with a broader audience. Printed copies were mailed to creative directors around the world and the rest is available free online.

Production Lesson(s)

The printer was worried that printing in the fold would cause the ink to smudge off too heavily on the newsprint. Underline encouraged them to go ahead and it worked out fine. Very minimal smudging. Part of the tactile experience. You can't print full bleed on web press jobs but folding a large sheet gives the impression of full bleed on 2 sides in the final printed project.”

Post Author

Author Picture

Jessica Mullen

Writer for UnderConsideration LLC.

More: Online / On Twitter


Date Published

April 22, 2014


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

FPO uses Fonts.com to render Siseriff and Avenir Next.

FPO is run with Six Apart’s MovableType

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All comments, ideas and thoughts on FPO are property of their authors; reproduction without the author’s or FPO’s permission is strictly prohibited

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End