Altered Elements. This campaign was for a collection of carpets based on the colors and textures of distressed and deteriorating materials like granite and steel. Very little retouching in these ads, but a lot of paint. Pretty much everything was captured in camera. I think that’s a big key to their success.
Magnify was another collection of carpets. I also did a complete redesign for J+J showroom in Chicago featuring the Magnify collection.
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J+J/Invision
In the world of commercial carpet, Dalton, Georgia, believe it or not, is at the center. So every few months we would drive a couple hours north from Atlanta on I-75 to the offices of our client, J+J/Invision. And in this world, our client’s clients were mainly commercial architects and interior designers. Very design focused audience to say the least. So it was important that the work not only be strong, conceptual work, but also aesthetically on point with their target.
