Illustration for a folding advert inspired by MAD Magazine's fold-ins.

 

The Academy of Jewish Thought and Learning is billed as a community of thinkers and people who want to understand their Judaism on a deeper intellectual level. Based on this, their promotional material asks for a second look and encourages thought and interaction from the end user to reveal the complete message.

 

In this case, the image of an eye accompanied by an instruction to 'Open your eyes' is folded in to reveal a lightbulb and the message, 'Turn on your mind'.