Soup is created under the mantra "a design guide made from the world around it." The core of the project is a 120 page book packaged within a large soup can (paint can). The book spreads are designed to mimic that of any traditional high fashion editorial magazine, ads included. Don’t get it twisted, the advertisements within Soup are not real, but even if they were, who cares? No design nowadays is original, everything has been done before, art is derivative, so how can a new artist pave their way in an industry filled with copycats? Through case studies, essays, research, and interviews, Soup is a physical blueprint for these new artists, masking itself as a magazine. Commercial art is the best way to communicate to the world, that's why it is used by so many to get messages out there. No one pays attention to some fucking scribbles on a page, but if they saw something they recognize and love with a different message, they will listen. Making and having messages is fun, now read Soup and learn how to get those messages out and into the world.