Mohawk Superfine is the most beautiful white uncoated paper in the world. It lacks many of the characteristics of uncoated text and covers that make them easy and interesting to promote: colors, pronounced texture, and so forth. Ubiquitous, elegant and utilitarian, the chair was chosen as a subject for this piece, which relaunched Superfine after years of dormancy. We worked especially hard to make the content interesting, funny, and memorable.