Whirlpool Gladiator Magic X-ray Viewer Card


Sit down David Blaine. The design team at Structural Graphics conjures their own brand of printing and engineering magic to create this amazing x-ray viewer card.

The mailer – a four-pager sent to TED Conference attendees with an access code for recipients to receive special pricing on Gladiator, KitchenAid, Whirlpool, Maytag, and Amana products – could have been boring, but instead was turned into a dimensional, interactive experience that surely induced many oohs and aahs.

With the tagline “Magnify Your Experience,” the recipient moves the “x-ray viewer” (diecut in the shape of magnifying glass) back and forth across a slit in the cover to reveal the hidden products inside a garage.

How’d they do it? Part of the garage scene is printed on a piece of Carolina Cover and part is printed on a piece of clear Mylar. This tricks the eye into believing it sees one complete image of the empty room.

The other end of that magnifying glass, hidden beneath the cover, is attached to a diecut window sandwiched in between the two printed layers. As the x-ray viewer’s window is moved … Abracadabra! … it magically reveals only part of the image at a time. So cool.


Project Details

Title Whirlpool Gladiator Magic X-ray Viewer Card Client Whirlpool Date February 2014 Design Rob Kelly Print Best Press, Addison, TX
Piedras, Negras, Mexico
Paper IP Carolina Coated 12 pt. Cover

Production Details

Dimensions 5.25 x 7.875" Printing Method Digital, offset Finishing and Binding Diecut, hand assembly


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