Client | Circa | Type

In the wake of the Columbine tragedy, id Software faced several lawsuits citing their games partially accountable for the incident. Our challenge was dual-fold; first, to create an ad that stood out among the barrage of competing games, and second, to position the ad in a way that avoided violent imagery and messaging. focus2 developed an ad whose inspiration mirrored that of a grocery store circular. This metaphor successfully communicated the games purpose without negatively influencing the demographic.