This advertisement was run in the 2000 AFI Awards program.
All the ads in the program were black and white. Generally people have a quick flick through the program and unless an ad jumps out quickly, it is ignored. I though a great way to grab attention was the bold black and white panels.
Panavision had just released the Panavision-Sony HDW-F900 camera. The big selling point was that it took Primo digital lenses.
I wrote the tag line to sum up what Panavision Australia was about in 2000 as succinctly as possible. The copy had to be short and directly to the point, otherwise it just wouldn't get read in an awards ceremony program.
The client like the idea and the copy, so a colour version of this ad was run in The Production Book industry directory as well.
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