segmented in five main chapters, the past 10 years' most interesting projects that were crafted from hard work.

advertising vs. graphic design?
i tend to make a difference between the concept driven advertising world and graphic design. for me, graphic design - on its own - is to make something look beautiful, convey the message interestingly.
on the other side, the core of advertising is convey the most pointed, unique selling point to the target audience. basically, all you'll need is a pen and a piece of paper to convey an interpelling message. using only one pen, this would lead in graphic design inevitabely to a style, a handwritten, trashy, second-hand look.

however, graphic design is part of any ad campaign; its appearance can make a campaign blast beyond expectations, or it can fail if the designer did not choose the right means. integrating both will lead to a strong communication.

whatever project i have the occasion to work on, i always try to give it a meaning, finding the idea that will make the clients and target audiences smile, react and definitively reach out for your product and brand. this can be a logo, a mailing, a seasons' greeting card, or the tv ad and billboards.

hence, it is most important to focus on the idea, then adding the style.
an idea never goes out of fashion, a style does.