[I don't make things look pretty]
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[print ads]

Cambria New Product Ad Concept

Cambria New Product Ad Concept

Deciding on a quartz surface pattern was a deeply personal experience for people. It needed to be imbued with attributes they hoped others would see in them. Bold, sleek, elegant…what ever personality they wanted to reflect needed to be a part of the pattern they selected. This ad concept for Cambria spoke to the variety of unique qualities not only the consumers had but the products they selected as well. The headline contradicts what your initial perception of the featured character and the support copy reinforces that there’s even more to the story beyond a first impression…true in life, and in picking countertops.

Cambria - Origins Kitchen Ads

Cambria - Origins Kitchen Ads

As a family owned, producer of quartz surfaces, Cambria, as a brand, leveraged the families Welsh origins in a variety of ways. At the time, the primary campaign featured a tie back to mediaeval times in Wales, replete with knights and castles. The task was then to find a way to marry that overarching brand campaign with something a little more ‘hard hitting’ which tied back to the product more directly. This was a set of ad comps I created in which we could simply place some of the props from the master campaign into a typical kitchen setting.

Cambria New Product Ad Concepts - Obsession

Cambria New Product Ad Concepts - Obsession

This set of ad concepts for Cambria leverages some of the best attributes of this product…the people who make it. From the owner to the team on the factory floor, there is a meticulousness in the process and detail that goes into making the quartz surfaces beautiful, consistent, and high-quality. It was an attribute I don’t think they leveraged enough and this set of ads seeks to demonstrate what a benefit a production obsession can be.

Sun Country Vacations Ad

Sun Country Vacations Ad

Playing off of the selfie craze that was making an upswing at the time, this Sun Country Airlines ad was able to promote the luxury of the destination and the current sale in a way that was more than just a pretty picture of a vacation destination.