THE SPEC DECK: Getting Tough for Tolerance

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This brutally impossible-to-miss spec campaign is the work of Garrett Jones (garrett1954@hotmail.com), a designer/AD at Samuels Advertising in Hollywood. These ads are adapted from his entry in an AIGA tolerance-themed poster competition shortly after 9/11, at which Jones took second place to "a pretty, pink dove illustration," he recalls. "In that time of great turmoil, almost everyone was doing cutesy doves and other symbols of peace, and it was starting to make me gag. I was thinking about what would really grab people's attention and ultimately open their eyes and minds, and I came to the realization that the best way to promote tolerance was to show how painfully ugly its antithesis is. I searched long and hard for the most hard-hitting, raunchy slurs that I could find and I wrote them directly on the models' naked, vulnerable bodies in an attempt to capture their pain and innocence." Garrett is AD, writer and photographer on the project, and the models are his very obliging friends. Got a spec campaign you want to flaunt? Send it to terryk@crain.com today!
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