I did the advertising for the 7.0 System professional line of shoes for a stretch of about 3 to 4 years. At first they would only allow the traditional foot shot or people hitting the ball. To me it looked like everyone else's ads. I wanted them to break away and have some personality that tells the story in one shot. though my ads took several shots and a lot of Photoshop work, the end results were making a difference in their sales numbers. They had been going up steadily since I truly took over the ads my way. It was hard to convince them to change the norm. But I still sketched out my options in addition to theirs and finally something clicked that I talked them into it. Along the way I saved them a ton of money by being prepared for directing the shoots to get all that I needed and to never change the direction of an approved comp. P.S. The black band area at the bottom was a must for them I since the 7.0 colors are Green and black. So I kept it simple and kept it to a minimum. I see it that they pay the bills and I own the idea.

Tags

70, Tennis, Professional, Cervantes, Juan, Designer, Shoe, Court, Green, KSWISS, KSWISS, floating

QuarkXPress features

• PDF and PDF/X capability
• Colour Management

Format

2 Pg Magazine Spread

Credits

Senior Graphic Designer: Juan R. Cervantes, Category Manager: Kristin Zinggeler, Photographer: Scott Hirko www.hirkophoto.com Photo color correcting: Chameleon Images