Creative agency FOAM has created a 3D poster campaign in East London to promote indie band Dry the River. The minimal white fly posters feature a horse galloping out of the 2D surface. The concept originated from a meeting between the band and FOAM designer Xavier Barrade, where the two discovered they had a mutual appreciation for paper-crafted objects. The result was a series of B0 sized 3D posters to promote the emerging band.

'The flat poster component was screen printed by Bob Eight Pop in East London, and the paper horse structures were designed in 3D using Google Sketch Up, before being printed out in their component parts and hand-assembled,' says FOAM’s Phil Clandillon. 'Each horse structure took around 35 hours to complete.

We think the idea of making billboards more engaging by using 3D crafted objects is particularly refreshing in a time when many brands are experimenting with digital methods such as QR codes. We hope to see more crafted posters and billboards pop-up within cities around the world.