Just the mention of “Rolex” instantly conjures to mind affluence, style and a certain quality of life. Form and function. Couple that with ad placement in premiere fashion magazines such as GQ, Esquire and Details and it becomes a symbol of both accomplishment and status. These were essentially the notes that I received in the creative brief when I was assigned the creation of a print ad for Rolex during my time at Campbell-Mithun. From there, it was just a matter of looking at the specs, considering demographic and market, choosing the right combination of photo and product shot from hundreds of photos and from there, it was all downhill. Build 5 boilerplate ad sizes to fit the specifications of both U.S. and European magazine sizes and it was done.