2008
Concept / Art Direction / Design

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Coalition is only available to the most core snowboard retailers. The product is limited, often controversial in nature and targeted at an extremely discerning demographic.

Adopting 70’s style print advertisements,
we presented an initial tagline that sold the product in an expected way – and then a secondary tagline that subverted or altered the meaning of the first. This juxtaposition prompted the viewer to re-evaluate their initial assumptions and created a deeper meaning and more lasting impression of
the product.