Craig Calsbeek Graphic Design was awarded a 2015 American Graphic Design Award for Advertising from Graphic Design USA.
With over 10,000 entries, the national competition is sponsored by Graphic Design USA (GDUSA) magazine and honors outstanding new work in 23 categories from advertising and packaging to interactive design and corporate branding.
The HOYA photo filter campaign targets professional and amateur photographers and promotes the HD2 line of filters – “The Toughest Filters on the Planet.” These innovative filters set the standard for water, scratch and smudge resistant toughness.
The “Finally, a Filter…” three-tiered campaign features a working professional photographer’s testimonial for insight and credibility. The photographs show a seasonal extreme action sport subject in adverse shooting conditions using the product which reinforces the filters function and flexibility.
I wanted to communicate a tough-as-nails attitude through the images as well as giving the ads a credible voice by using real shooters. These guys deal with extreme shooting situations that require a high level of reliability in their equipment. We were going for an authentic message that speaks to all photographers no matter their environment."
Art Director: Craig Calsbeek
Designer: Craig Calsbeek
Copywriter: Dale Halfaker