^{The Fuck

Luck Issue}

^{Applied Arts Magazine Editorial}

Applied Arts approached McCann to design and develop the editorial for the Advertising and Design Annual put out once a year. As a philosophy, this concept had been a part of the McCann history for some time.

The concept of ‘Luck has nothing to do with what we do’ was the foundation to this idea. Hard work, perserverance and an open mind were more of whats needed within the business of creativity.

Truly embrassing this idea and finding new ways to talk about luck was the challenge.

Working with photographer Mark Zibert we established our locations, tone along with world class prop builder Mike Sharpe who brought these type treatmentsino the physical world. Mike worked tirelessly to bring these to life.

^{AGENCY: McCann}
^{AD: Matt Howe
PHOTO: Mark Zibert
CW: Natalie Greenspan
CD: Sean Davison
EP: Jooli Kim
PROPS: Mike Sharpe
RETOUCH: JP Goulet}^{Next Project }

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The Fuck Luck Issue

Applied Arts Magazine Editorial

^{The Fuck

Luck Issue}

^{Applied Arts Magazine Editorial}