How to Pull Off the Perfect Heist in Style

American Crew likes to include campaign swag in their box sets throughout a new product’s launch. Since Ultramatte’s launch campaign centered on a heist storyline, we figured a satirical instruction manual for pulling off a heist (á la Worst Case Scenario books) would be the perfect such swag. Since American Crew is distributed in 49 countries around the world, everything we created for the brand needed to be translated into seven different languages. So to keep production costs down, we leaned heavily on our illustration skills and kept copy within the book clean and concise.