Feelux Lighting Trade Ad

For this Feelux Lighting ad, the photographer and I brainstormed together to determine the setup of the pastels and light fixtures by thinking about how illumination works. We have receptors in our eyes to see in sunlight and also in the dark, but the receptors that let us peer into dark places don’t perceive color—just black and white. It made sense then, for the image to also fade from black and white into color. Not only did this make the copy stand out, it also added to the impact of the color in the lower area where the client logo was. That impact was taken to the next level when this project won a print award at Bennett Graphics for showcasing the special effects of SenseAtional on their Scodix press by highlighting the light fixture and other elements with raised spot gloss coatings.