Captivating work

Marc Gallucci, the Hatch 2000 steering committee chairman and a frequent winner at past shows, has a new creative idol or sorts: Benjamin Franklin.

Gallucci has renamed his 6-person Boston shop Fort Franklin because, “Ben Franklin was the Leonardo Davinci of America. A fort is a well protected place. We wanted to convey the idea of a well protected place for creativity and ingenuity,” said Gallucci.

As steering committee chairman, he has assisted Hatch Award sponsor the Ad Club of Greater Boston with planning this week’s show.

His agency’s first campaign as Fort Franklin is a print effort for Captivate Network, a Westford, Mass., company that places advertising-supported digital screens in elevators that display news, sports and other content.

“Think inside the box” is the tagline for the series of seven ads, which will run in business trade publications, including Adweek, over the next several months.