Louisiana Pacific is a building materials manufacturer based (at the time and anageographically) in Portland, Oregon (since moved to Nashville, Tennessee). It became the world's largest supplier of OSB and engineered wood-based products--thanks, I'd like to think, to the advertising efforts of my team at Gerber Advertising.
These ads were creative directed by me and written by Anno Ballard and James Cheung, art directed by Mary Hoeflich and Oscar Reza, among the brightest and most talented team I've ever had the privilege of leading. We were all proud of how we fully integrated the writing and the design, including the concrete poetry typography, into the main message, underscoring the technological advantages of LP's innovations to builders.
