L.A. Watts Newspaper Ad - Juan Roberts

A quick promo piece designed for a friend at her historic Los Angeles newspaper and voice of the community. I used a frame grab from a documentary I shot in 2003,"Radical." The young lady in the picture has such a solidly joyful smile that it fit the sensibility of the piece -- celebrate, expression and vigor.

A couple of the brand concepts intended for the anniversary were optimism and professionalism, so I integrated a clean typographical styling that was direct and to the point, allowing the imagery to work harder. Even if one glances at the ad, they get who the message is about/from and that it has something to do with 30. Given the brand awareness of the anniversary of the newspaper, most of their audience already knew what time it was, so this piece simply trumpeted a call to action.

Ms. Melanie Polk, the publisher, was very pleased. It worked.