Federal Ammunition

We were charged with coming up with a new advertising campaign for Federal Ammunition. We wanted something that would stand out from everything else in hunting and fishing magazines. Most ads in those magazines use similar photography and a similar color palette. Our idea was called "What's Inside" it was all about the fact that hunters come in every shape, size and occupation. We wanted to tell their story through their expression and the shadow they cast. This look also had to translate to TV.
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