Print & OOH

I’ve always loved print and outdoor. My first professional assignment out of ArtCenter was a full-page print ad for Fender Musical Instruments at Cole & Weber/L.A. That was followed by an outdoor board for Springfield Foods—which I later spotted in the background of the film Lethal Weapon. I thought I’d hit the jackpot.

Print forces you to focus on the essentials and how every element works together compositionally. Simplicity is your friend: if you can remove something and the idea still holds, it probably should come out.

OOH distills things even further. With such a brief moment of engagement, clarity is everything. But it’s also one of the most fun formats—you can play directly off context and location, like the Lucky “chips” board near a Las Vegas hotel, or a directional board for Ralphs grocery stores.