Spatial Relations

Bigger isn’t necessarily better. Especially when it comes to digital cameras, as a new print ad for the Pentax Optio 430 demonstrates.

The ad, which takes up a quarter of a page, shows the camera at actual size, a fact that is mentioned in the work.

“We could have bought a full-page ad, but there wasn’t any point,” the copy reads. The image of the camera dominates the space.

“We were pretty psyched that it fit [within the one-fourth space],” said Curtis Smith, creative director at Thomas & Perkins Advertising in Denver, which created the execution.

The tagline is, “Reliable gear for your adventures.”

The ad, part of a campaign for the Pentax brand that broke last summer from the shop, will appear in the March issue of National Geographic Adventure magazine.