What's that doing there?

Taking something symbolic from one setting and placing it where it doesn't belong is a fun trick. Jacks up the stopping power and can be meaningful too.

For this simple print ad for Main Line Health, me and my art partners went on location and shot the tree ourselves in the heart of the Main Line. It was not nearly the oldest or coolest one at Haverford college that day, but it sure does capture attention when placed inside a hospital setting. Like indoors.

The tree symbolized the natural, home-grown vibe that we were trying to associate with the hospital system as opposed to the inner city competition.

Later, a proposed television spot, seen here as a storyboard also used borrowed interest in a unique way, but moved on from the tree.

The red carpet demonstrated special treatment being brought right to your door.

This campaign was the intellectual property of the Hal Lewis Group as proposed to Main Line Health.