Concept Development - Carve, Tear, Shread

One of my Concept Development projects was to develop a series of "hybrid ads" for a product which includes some sort of unexpected juxtaposition of concepts. I was assigned Burton snowboards.

Being a snowboarder, myself, I know that the Burton name is synonymous with snowboards, so I focused on selling the concept of snowboards over the brand itself. The brand placement is intentionally subtle because I believe that in the act of decision-making, people are more receptive to past suggestions than having repeatedly being hit over the head with a brick, in which they are likely to actually reject the brand out of spite for the advertisement. Anyone shopping for snowboards isn't going to have to hunt down the brand--it will be in stock and available to trigger the suggestion of the brand and the memory of a pleasant advertisement.

This is a mock-up of one of the four final series for magazine, web, and billboard.