At the time we created this campaign, our client Tabata had no actual advertising budget to develop a print campaign. But they did have a sizeable budget to produce a full-line product brochure.

In order to create the print ads below, we designed the main images to be lifted from Tabata’s annual brochure which we formatted specifically to hit magazine formats and specifications. This approach cut the total cost of production and provided magazine advertising materials at a fraction of the normal cost.

From a branding approach, we isolated the color of the Tabata products and turned all other color to full-color black and white. This brought a fashion approach to the SCUBA industry which had never existed before. Tabata and Hakuhodo changed the way SCUBA equipment was designed and marketed with this series of ads and with their full-line brochure.

Credits:

Ad Agency: Hakuhodo Advertising
Executive Creative Director: Michael Pitzer
Creative Director: Mark Patton
Art Directors: Wes Youngquist, Michael Pitzer, Marlene Hutchins
Copywriter: Mark Patton, Patrick Hutchins