The annual smokers' event at Treasure Island afforded a budget usually reserved for New Year or Super Bowl. For this piece, the theme was heaven and hell.
I had the idea of listing the seven virtues and seven sins and having the copy incorporate all of them. Up to the challenge, Chris Smith expertly worked them all in.
The letters were custom designed by Nancy Ogami under my direction. She also created an accompanying angel and devil which ultimately did not fit into the layout and ended up being used on the envelope.
The image was a montage of custom photography by Francis George (the pure angel and the sexy devil) which I composited with several layers of stock images, sketches by Nancy Ogami and angel whings and a snake from stock, as well as a smoke-ring halo.
For the front cover, I reused the flame graphic from the previous year's X-Hale smoker invite and added a halo (and a lot of textures).
The piece is a gatefold with stochastic printing to maintain the vibrant colors.
Agency: B&P Advertising
Art Director: Michael Dunn
Copywriter: Chris Smith
Photography: Francis George
Custom Type: Nancy Ogami