decpreview2002

Advertising Annual 43 •

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I DO NOT CONSID." A aALIl COM PLaTa UNTIL GOODS Ait WORN OUT AND CUSTOM ...

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MODERN TRANSLATION:

"iotJR I~}flll" YOUR RECEIPT.

December 2002 Twenty-Four Dollars www.commarts.com

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ADVERTISING

ANNUAL

2002

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Consumer Magazine Ads Doug Pedersen, art director Curtis Smith, writer Jim Mountjoy, creative director Stuart Hall, photographer Loeffler Ketchum Mountjoy (Charlotte, NC), ad agency North Carolina Travel and Tourism, client 2 Elizabeth Montgomery, art director Mara Marich/Michael Simons/Clayton Thomas, writers Michael Simons, creative director Sandy Nicholson, photographer Jeffrey Oley, illustrator FCB Sydney (Pyrmont, Australia), ad agency Nike Australia, client 3 Noel Haan, art director G. Andrew Meyer, writer Noel Haan/G. Andrew Meyer, creative directors Mark Faulkner/Steffan Postaer, executive creative directors H.A. Rey, illustrator Leo Burnett Company (Chicago, IL), ad agency Kraft, client

www•• ltold• •com

4 Kevin Daley, art director Rick McHugh, writer Quido Vitto, photographer Adam Pierno, illustrator Hill, Holliday, Connors, Cosmopulos, Inc. (Boston, MA), ad agency The Duxbury Dollhouse, client

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THE DUXBURY DOLLHOUSE REALLY AUTHENTIC MINIATURES 781.837 . 1195

COM M U N I CAT ION

ART S

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A D V E R TIS I N G

ANN U A L

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Self-Promotion Jean Robaire, art director/creative director Robin Fitzgerald, writer a.k .a.Robaire (Los Angeles, CA), ad agency/client 2 (call for entries) Greg Motylenski, art director Jeff Siegel, writer Eric Hartsock, creative director Eisner Underground (Baltimore, MD), ad agency Advertising Association of Baltimore, client "People have long been under the misconception that those who work in advertising need to be creative . What you have in your hands will change that forever. It's the Ad-O-Matic!

(Actually, this is just a sample. The real Ad-OMatic is much larger and has a very classy green trim.) With the Ad-O-Matic, anyone can create an award-winning spot for any product.

Simply line up the product with the desired tonality. Then watch as the Ad-O-Matic creates an award-winning spot that will make you as famous as the guy who did that spot with all the cats ."

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C O M M U N I C AT I O N

A R T S

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A D V E R TIS I N G

MAR

APR

ANN U A L

MAY

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JUN

JUL

AUG

SEPT

OCT

NOV

DEC

ICEEP YOUR

head down.

WAl.IIIISIlY, WITH PURPOSE. AVOID EYE CONTACT. PlEASANTRIES. DON.,.

DON.,. EVEN ANSWER

Public Service

DON'T EXCHANGE OFFER A SPME ~&_~ REQUESTS FOR

Molly ElbadawifTrey Phillips, art directors Sean McBride, writer Group 3 (Belmont, MA), ad agency Friends of Boston's Homeless, client 2 Molly ElbadawifTrey Phillips, art directors Sean McBride, writer Group 3 (Belmont, MA), ad agency Friends of Boston's Homeless, client

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3 Molly ElbadawifTrey Phillips, art directors Sean McBride, writer Group 3 (Belmont, MA), ad agency

MASSACHUSETTS au.w ~~~~.-

Friends of Boston's Homeless, client

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" We wanted to raise awareness for the Friends of Boston 's Homeless on a very small budget. Each piece was made to look like an official form of personal identification that had been lost on the street. The IDs were brought to busy shopping areas, and dropped on the ground to be discovered. We knew that the more the pieces looked like actual driver's licenses, the more likely it was that people would bend over, pick them up and read them - playing off people's natural instinct to return an 10 to its rightful owner. There's also something fitting about discovering this message about homeless ness on the street, much as you would find the victims themselves. "

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22,000 HOMELESS CITIZENS.

uu.. _ _ _ - . s IS AN ADD ESS. BUT WHAT'S M)ASE THAN HAVING NO ROOF OR NO BED, IS HA'IrNG NO WJfCE. BEING FACELEss.

--AVOID THEI

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MAVBE ID~~~rTY Is a Result 0/

WHERE YOU'RE FROM, OR WHERE YOU LIVE. MAYBE IT COMBS FROM FAMILY AND FRIENDS. OR MAYBE IT'S IN THE LITTLE DETAILS UKE THE COLOR OF YOUR EYES. 0Na THING'S FOR SURII: )c)ST JlatELESS TIll: 'l'RINGS

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011' ......... CMf'Id wHhlost identIIies. Here's your chance to give one back.

To YOluntler time or financial support, call (617) 534-2526 x308 or x383.

Visit _.fobh.org

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A D V E R TIS I N G

ANN U A L

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Claudia Goetzelmann

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Location: Global: www.k23creative.com ; Physical: San Francisco, California.

Duration: I received my first camera at age four. I've held one close to my eye ever since.

My career began with travel photography, and then moved to corporate portraits. In the last four years, my focus has turned to conceptual assignments for advertising firms and corporations and my own personal projects.

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Staff: It's just me, my inspiration and my ideas. I do not have a full-time staff, but work with a trusted assistant and production crews .

Education: I have always had an interest in photography. I studied social law in Germany and minored in photography. When I received my degree, I decided I wanted to pursue photography (much to the disappointment of my parents). I've learned a lot from experimenting with my cameras. I feel the best way to learn is to play and have fun.

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Cultural Influences: My photography has been shaped by the places I've lived and the cultures that surrounded me. While living in Africa and Asia, I learned to appreciate the calm of Zen and minimalism. Since moving to America I have been rediscovering my native "Germanness" and am attracted to graphic compositions and clean perspectives. It's usually about two or three years before I shed my skin and evolve into something new. Moving from continent to continent, from one country to the next, is like starting over. A new continent, a new country, a new culture. I like to feel reborn, to see things in a fresh way. And I always carry the knowledge and insight from past environments with me. I never felt the urge to emulate other photographers . I follow my own senses and ideas. I live in the present, and I know what I capture in the moment is a reflection of me. Tomorrow will be different, with new surprises.

Environment: I shoot mostly on location, a constantly changing environment. If I shoot in a studio, I mix daylight and studio light. I enjoy the different challenges a job brings and the amazing diversity of people I meet. It's a fascinating environment to call a workspace.

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Philosophy: I think my logo [on Web site] reflects my philosophy. The big eye on the twolegged tripod comes from an ancient Tao book and represents "Jian, to see," meaning "without observation, learning is impossible. " Never

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stop looking at what surrounds you . Never stand still. Keep moving . Re-invent yourself as often as possible . I feel it is crucial for an artist, and as I move from continent to continent. it's the philosophy I live by.