Sweet Protection - AW0910 Ads
Client: Sweet Protection
Services: Graphic design / Product photos
Description: Similar to the 0910 catalog, the ads were segmented into 3 groups. Hardware (helmets), Autonomy (rough clothing line) and Resolution (technical clothing line). Autonomy and Resolution were designed as quite "normal" looking ski/snowboard ads. The hardware ads on the other hand is quite different from any other ads you’ll see in the ski/snow magazines.
Anything other than a large and colorful action photo on the whole page is hard to get through, especially because the clients pay big money for the action pics. But in this case we got through with this concept, letting the unprecedented Sweet Protection helmets be the rock stars of the ads. On the other hand, the valuable action and portrait photos of the worlds most famous snowboarder Terje Haakonsen amongst others are "nothing more than" a rough graphic background as a contrast to these clean and core products. We all agree that the final product looks great and gets the attention of the reader in the jungle of full page action photos.
Among the communications goals for the hardware ads were to get through “stronger, lighter, better” and a connection to the team riders. We came up with a statement where we could easily replace team rider name: "TERJE likes his hardware – STRONGER, LIGHER, BETTER".
The tab at the bottom is the one graphic element which ties all collections together as a common element for the season.
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