Concept, photography, and design for ASHAWire.
I was given an assignment to create an ad promoting the new ASHAWire website. The copy I received for the ad included the tag line, “Discover More. Search Less.” I conceived of a campaign featuring explorer archetypes in out-of-context settings. An astronaut at home, a Spanish conquistador in a coffee shop, an early era aviator on a playground swing, etc. The idea was to show these explorers taking it easy, and conducting their explorations from more relaxed locations — conveying the idea of ASHAWire’s easy-to-use from anywhere quality.
This Mountaineer ad, photographed on a green screen and digitally assembled, was the fifth in a continuing series of ASHAWire ads.