Print & OOH

I love print and outdoor. My first professional assignment out of ArtCenter was a full-page print ad for Fender Musical Instruments at Cole & Weber/L.A. That was followed by an outdoor board for Springfield Foods, which I later saw in the background of the movie “Lethal Weapon.” I thought I hit the jackpot.

Print makes you focus on the essential elements and how they all work together compositionally. Simplicity is your friend. If you can remove an element and not miss it, then you should probably take it out.

OOH boils it down even more, since the engagement is so quick, but it’s also fun because you can play off the location of the board to your advantage — like the Lucky “chips” board by a Vegas hotel, or the “directional” board for Ralphs grocery stores.