Less is More

Swan Lee’s advertisement for camera optics company, Leica, is a smart rendering of the carnal rule of smart advertising: less is more.

Billboard and print ads are allotted a mere 3 to 5 seconds to make an impression on an audience. A matter of seconds to communicate an idea and prompt interest. Cluttered, over-detailed ads can be misleading, ambiguous and convoluted. In order to avoid getting lost among such unprofessional efforts, an ad must be simple, concise and succinct.

Such was the assignment that School of Visual Arts professor Jack Mariucci gave to his students, spurring student Swan Lee’s Leico, which has been submitted to the upcoming New Talent Annual 2014.

Professor Mariucci hails from the San Francisco Academy of Art. He currently teaches at the School of Visual Arts, drawing upon a lifetime of design experience with accounts such as Hershey’s, Volkswagen, IBM, Polaroid and many more.

Submissions to our upcoming New Talent Annual 2014 competition are rolling in. Join our team and submit your work for a chance to be featured among the most compelling and influential work from designers across the world. To submit your work to the New Talent Annual 2014 competition, click here.

Designer: Swan Lee
Professor: Jack Mariucci
Category: Advertising
Title: ‘Leica’