Simple's advertising had been all over the place for the past decade, irregular branding and a voice that was all over the map. I loved the old look and tone of the classic Simple ads from the 90s so for 2011 we brought back the clean white space and snarky tone. We also started to feature artists & athletes and wanted to incorporate them into the ads for vertical publications. Using a combination of artwork & photography we maintained the feeling of the original advertising but with an added spin. These ran in everything from Surfer magazine to YRB magazine and exposed the Simple brand to all new consumers.