Tear sheets were delicate, and paper ads, torn from magazines or cut from newspapers, were prey to sharp points, ink stains, unwashed hands, and coffee rings. At first, we slipped the work into plastic sheets enclosed in folders of various quality. It was less than ideal—the sheets yellowed, grew brittle. They couldn’t accommodate different-sized ads.
What’s more, even hands with the best intentions removed the ads, and many of those same hands lacked the dexterity to slip the work back without creasing or tearing the paper. The worst of it? Creative Directors plowed through dozens of books at once; habitually flipping through them. He or she stopped only when an image caught his or her eye, or when a headline made them smile. Continue reading “The Infinite Pain Caused by an Infinitesimal Distance”