Glotman Simpson is a structural engineering firm in Vancouver with national and international clients, and they asked their advertising agency for a way to advertise their service to architects and developers. I was hired by the advertising agency as their freelance graphic designer to help then with the task. Part of the criteria was that the ads had to stand out in the publications they were being place in because it's hard to differentiate editorial from advertising where both featured large pictures of buildings. 
The final creative features a striking image of nature and how nature solves structural engineering problems, which in turn relates to the specific project featured. The ads stand-out in the publications because no other engineering firm features images of nature in their ads. In turn, Glotman Simpson owns this category, and no other firm can touch this style. The campaign is such a huge success and has continued for over 6 years.
The second set of ads showing reddish rocks, is for their 50th anniversary being in business.   
glotman simpson magazine design
glotman simpson campaign ads
glotman simpson magazine ad design
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