I was brought into this project after initial concepting began to develop one of the four directions that we were going to present to the client. The very rough pencil sketch I was handed had only a visual style, no headlines or visuals, just a very rudimentary outline. So, I developed the direction, the hard design direction and the basic concept for the entire campaign. Borrowing the Russian Constructivist visuals and turning the messaging on it's head, we created a campaign that broke through the clutter and had a strong, simple message. We encouraged small business owners to work for the good of themselves, not the good of the masses. Work.com had online tools and applications that allowed their customers to run their businesses more effectively. These ads ran primarily in the Wall Street Journal in full color and one and two color executions that really popped off the newsprint. The client launched their brand with our campaign and embraced it wholeheartedly. We also produced two radio spots that I wrote, please give a listen to them at the bottom of the page.