← Creative

Case study 07 · Concept · Advertising · Photograph and copy

Writing to the room the ad gets read in.

Menu inserts for Rakhman Jewelers, running in the Cheesecake Factory in Chandler — handed to someone already sitting down, mid-anniversary, deciding whether to order dessert. Both run the same play: a straight product photograph, and a line that only works there — upgrading the ROCK had something to do with the yard, having the blues is a good thing.

The photography is the part people compliment and the easier half. Writing to the placement is the part that cannot be faked — it needs to know who is holding the page, what they are about to do, and what mood they are in. I shot it and I wrote it.

A jewelry advertisement on a brushed teal and cream ground: a teal band across the upper third carrying the headline in white, 'And he thought upgrading the ROCK had something to do with the yard,' a diamond ring below it, and a script payoff line at the foot reading 'Marriage is bliss!'
printRakhman Jewelers — photograph and copy. Menu insert, Cheesecake Factory, Chandler. The joke only works on that table.
A jewelry advertisement on a gray ground: a blue sapphire ring flanked by baguette diamonds, a deep blue band across the upper third reading 'Sometimes having the blues...' and a curved script line below reading 'is a good thing.'
conceptRakhman Jewelers — never ran. One band, one weight change, no decoration anywhere. Kept because the concept is intact whether or not a client bought it.

My role — concept, photography and copywriting.
Client — Rakhman Jewelers. Menu inserts, Cheesecake Factory, Chandler.
Status — one ran; one never did, and is published anyway.