Let’s talk a bit about the importance of tone, and how it’s lack-thereof, is deemed tone-deafness. Also, perhaps most importantly, how it creates a horrible experience when it’s done all wrong.
Some creative directors won't even respond to juniors unless they make frequent and regular inquiries. Don't stalk but remember, persistence will pay off.
Students Zach Russell (copywriter) and Kristen Sugihara (art director) teamed up to create this tasty ad work for pumpernickel. This "Eat Like a Saint" campaign goes from print to outdoor to grocery store installation. Created for a Copywriting Media Course, the goal was to create something different, something memorable.