Ad Evolution

A client who produces berry products recently entered into a partnership with Ocean Spray's Technology Group. The task was to produce an ad announcing this partnership in a trade publication for food product producers.

The theme was to be trust, i.e. ingredients you can trust. Two images to support the minimal copy were suggested: 1) a parent holding a child's hand; or 2) climbers helping each other up a rock face. I rejected the first image idea as too condesending and/or patriarchal and the second as implying some kind of risk. Searching online stock photography, I found and modified the image to create the base image for the ad.

The end result was accepted by the client and Ocean Spray with miminal changes. DONE.