Hendrix Rader Wise art director Tony Murcia created this series for client Carrier's new furnace launch -- furnaces that control wide temperature fluctuations and avoid the "temperature swing dance" you do with other brands. Click on thumbnail for larger view.

Tony's goal was to create images that were a cross between lifestyle and fashion, using bright colors and simple environments. "I was pleased the figures turned out to look very active and sculptural. And there's something about not seeing the faces that is interesting, as well," he said. "The shots added great impact to the materials, and were a progressive execution for the heating/cooling category."

The images, shot in small studio sets, were used for direct mail and posters.

"The client responded very well to the images, and loved the colors!" -- Tony Murcia

Poster