The elegant, eye-catching ad campaign that is now appearing in advertising trade magazines, Zoom posters and online banners to promote the upcoming Canadian Media Directors’ Council’s annual conference is the proud work of Cossette, Toronto.
This campaign, which is designed to draw attention to the high-profile, CMDC event, is a great example of the amazing teamwork and cross-disciplinary talent at Cossette.
Have a look.
Working against very tight timelines, the team developed the concept – linking the ‘pie’ metaphor to the media business – and brought it to life in record time, creating an arresting poster image that works equally well in print and online executions.
Under the creative direction of Daniel Vendramin, the creative team included senior designers Greg LeBlanc and Eleni Alpous and copywriter Michael Potash and art director Alessandro Wuergler.
While it’s the simplicity of the final product that makes this campaign stand out, building it was anything but simple. Each element within the poster was painstakingly enhanced, using retoucher Trevor Gauthier’s deft touch, and then assembled to complete the final image.
For example, each pie was individually created, starting with an original pie photographic image, which was then retouched. Typography was created separately and wrapped to conform to a cut-out of the pie. That type was then integrated into the pie adding such elements as edges, shadows and highlights, followed by a final retouching.makes this campaign stand out, building it was anything but simple. Each element within the poster was painstakingly enhanced, using retoucher Trevor Gauthier’s deft touch, and then assembled to complete the final image.
Each piece was then incorporated individually into the design – along with a photographed ‘hand’ image that appears, holding an empty pie plate in the bottom right corner of the poster.
The result is a sweet creative success.
Creative Director: Daniel Vendramin
Designers: Greg LeBlanc, Eleni Alpous
Art Director: Alessandro Wuergler
Copywriter: Michael Potash
Retoucher: Trevor Gauthier
Account Service: Kristen Iversen
Online Production: Erin Segal
Studio Production: Gianna Bentivegna
Hand Lettering: Matthew Hoffman
Photography: Michael Crichton