Each year, we place an ad in our local Rochester Business Journal Giving Guide. Because the ad kicks off our advertising campaign for the year, we always try to zero in on the company focus/plan for the year. This year we are shifting a lot of focus to government advocacy and workforce development. This year we decided to go with a simple chalkboard wall with the prompt "Food is:" and include various single-word descriptions of what makes food such a vital part of life. The capstone to the ad is the large word "everything" being written by a child.

The ad versions below were created as layered Photoshop documents beginning with a green chalkboard background. All fonts were hand-picked for their hand-written feel. By pure chance, local schools were closed here today, so a couple of employee's children were hanging out in the warehouse so I was able to do an impromptu photo shoot with them, then cut out and toned their images and overlay them on the layered background to give the final effect of a child walking up to a chalkboard wall and writing on it.