This was a project that, although the deadline was in a few days, I really had a good time developing. The editors of AR magazine needed an ad to express to architects that, if they don’t subscribe soon, their 2011 magazine subscription will end.
I had come up with a concept, as you can see from my sketches, to express to the reader a sense of “loss” or “missing something.” Without much content, I developed this concept of having architectural structures, perhaps some more defined than others, to be laid out on a page and “knocked-out” or in fact missing from the magazine page. Die-cutting would have been ideal, but just cutting it out (just in the picture file) would have to be enough for now considering the budget. Along with this was an idea to have the reader guess what structure is missing and possibly win a years subscription to the magazine. This was to get the readers attention and make the call-to-action worth wild.
After I developed my ideas on paper and fast mock-ups I worked with art director, Matt Healy to create the layout for presentation.
I am still awaiting for direction on this piece.
