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Jacksonville, FL 1994
Color retouching: The late great Paul Figura
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5 day photo shoot in St Maarten, Caribbean. 4 models averaging 6 shots per day.
Photography by Robert Wiley Foto
![](https://cdn.myportfolio.com/abea7afc9ffbf8f59dd54a6a8fa68ee6/dd58a948-6b1b-41aa-b1cb-9d9a86513f12_rw_1920.jpg?h=81117e1a9c133fed71c385b532f9a525)
Concept ads for Travel Trade publications.
RY&P Advertising, Orlando, FL — 1990
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Back when Long distance calling had a separate value. Photography: Robert Wiley Foto
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The first spread sets up a complicated message. We chose to break it up into bite side bits from
the copy skills of Jim Tormey at Jesse James Creative in NYC. I wanted the reader to be able to step through the instructions and end with a "call" to action, literally. So I used the dotted line graphic device.
![](https://cdn.myportfolio.com/abea7afc9ffbf8f59dd54a6a8fa68ee6/516ac74a-65ce-436d-bac1-56c2a902eef2_rw_1920.jpg?h=6caf26065763a551beab0fe23c3d9215)
at a time when 1.2% was the average.
This was a very successful "Take One" display for college campus solicitation/ While competitors were trying to look hip with the latest MTV type grunge graphics, we decided to convey a very "adult look" strategy to reflect the serious nature of applying for their first credit card / a Special Student Offer.
![](https://cdn.myportfolio.com/abea7afc9ffbf8f59dd54a6a8fa68ee6/478404b2-3dfd-4b90-947a-0f4d8e39f8d5_rw_1920.jpg?h=c8b924689a7f6ff9c55bbb87f4258c61)
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None of the designs were used however.