For the majority, the biggest merit in a photograph is its so-called professionalism. We took this assumption and turned it upside-down. We chose the pictures most people would consider a failure. To define these, we coined up the word “PROTOGRAPHY” – “proto” standing for primitive, naive photography (and also a reference to Proteatr). We did not alter the pictures in any way. We’ve just blown them up to make them look like a manifesto of spontaneity and sincerity.For our campaign, we took the simplest objects devoid of any artificiality. Twig. Sand. Stone. Chip of wood. Leaf. Again, we didn’t do anything to alter them. We took them as they were and stuck them to our posters.