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The Hughes Group enlisted an illustrator with a unique style in an effort to break out of the pack in its second cam paign for PolarMax clothing for winter outdoor-sports enthusiasts.
In an effort to gain notice with a smaller budget, the St. Louis shop hired Joel Nakamura, a Santa Fe, N.M., artist for the print ads. Working under agency guidelines, Nakamura created colorful and somewhat surreal paintings, which are surrounded by Hughes copy.
An ad aimed at skiers reads: “Survival: At 3,500 feet and 5 below 0, sweat can be deadly.
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