Less is more

Less is more. We've all heard it, but that doesn't mean we abide by it.​

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For one client, Bethyl, I wanted to take "less" to the extreme. When flipping through a science journal it can be hard to get readers to pause b/w pages. What if the ad your skipping by is so simple you can't help but read? The purpose of this campaign was to gain a larger audience and sell more antibodies. The client was thrilled.