THE VIRTUES OF SIMPLICITY

Challenge. When the photo speaks volumes, you don't have to. In this case, I needed a few words that would complement the picture of a spectacular redwood deck in this ad for the California Redwood Association.

Solution. Saying a few words is often harder than saying a lot. Because, like an iceberg, you want to be able to imply much more than you actually show. In this case, the words and photo create a bigger picture and complement one other as naturally as...redwood.

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TESTIMONIALS BUILD CONFIDENCE

Challenge. Sell redwood as a working medium for fine architectural design.

Solution. I wrote a series of ads based on phone interviews with architects currently using redwood to realize their creative designs.

Each ad highlighted the richness and workability of redwood as well as its long-term durability.

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