Chase:
“Tuition”

Client: Chase
Writer: Hy Abady
Art Director: Jean Marcellino
Agency: Wells Rich Greene

Chase was interested in presenting some of its strategies for customers to handle the great burden of college tuition. Our task was to find a way to capture a magazine reader’s attention in order to get their message across. We decided on this headline and this image, but how to actually produce it? If you tried to throw these graduation caps into the air and take a photo, you’d quickly find it to be impossible. So, each of these hats was carefully strung from the ceiling of a large studio. Retouching did the rest.