BAD REP. 

This law firm had a reputation among rookie attorneys (think Suits). But the truth, as so often is the case, was a little more complex. Yes, it was a tough place to work, but it was also the place to be if you wanted to be the best. So … their agency asked Chris to come up with a clever way to turn a negative into a positive.

ABOVE: This mailer/handout, aimed at recent law-school grads, grabbed attention on the cover. Then, when you unfolded it, you saw that there might be more to the rumors you’d been hearing.

BELOW: These print ads were designed to deliver the same message in school, local, and industry publications.

BELOW: Same firm. Same attitude. Different campaign.