VICTOR ORTIZ

copywriter
585.749.8585
VJ@VJORTIZ.COM

Since broadloom began certain things have held
true. If you wanted pattern, you had to accept the
baggage that came with it.
Until Shaw Contract Group
®
designed something
to shatter the status quo.
Every decision that went into the creation of
No Rules Broadloom—from the large repeat to
the randomness of pattern to color choice—was
made to provide freedom and flexibility.
What’s the dye lot? Who cares. Expand. Repair.
Maintain the vision. Invest attic stock funds in
something meaningful. It’s time to start thinking
differently about broadloom.
,756 $'%#75' 6*'4'· 5
# 47.' &1'50· 6 /'#0
;17 5*17.& (1..19 + 6
#5- 9*;

FQP·V EQPH QT O
PROMOTIONAL MATERIALS FOR COMMERCIAL CARPET COLLECTION
This campaign uses outdated rules and laws to describe the benefts of a frst-of-its-kind
product—a patterned broadloom carpet that can be seamed together anywhere
without noticeable breaks in the pattern.
2006 ShowSouth Gold Addy Award
·:re:«/: /:ve: :/e: t·r¬
corve: :/e: ere rec:ev«o/er.
O·:/, /·& ¬evy ro/e:
cev ·ve ceroe: lree/-
IR££ t ·r aLL
nHI 1£ oR LI OH1- coLoR£D
OLo|£· aR£ R£oUI R£D IoR
£|£AI AO PaR1I £·, le:v«
re¬·veá ·v/ y e: :oooer.
75'.'55 47.'5 QH %10&7%6

oe: : e r v. IR££ t ·r aLL c·/ ·r &ey. coLoR M1 noRLD
oe: : e r v.
CHAPTER 2
I 1 I · I LL£OaL 1o ·£1 a MoU·£1RaP
I A caLI IoRAI a nI 1HoU1 a HUA1I AO LI c£A·£.
75'.'55 47.'5 QH %10&7%6

oe: : e r v. oA a RoLL c·/ ·r &ey. 8£ ]£n£L£D
oe: : e r v.
CHAPTER 3
n: : o: v« cor / : ·t c·/ ·r : ,
v·ve / : /e : /e ·: /e r .
1/e oe: : e r v r e oe e: : ,
¡ o: : v·: t ·r :¡ t e e : .
oA a RoLL
PROMOTIONAL MATERIALS FOR COMMERCIAL CARPET COLLECTION
award
2006 ShowSouth Gold Addy Award
Just because there’s a rule doesn’t mean you
should follow it. No Rules Broadloom is the frst
carpet ever designed to eliminate matching, wear
and installation concerns. Its completely random
pattern turns attic stock into a quaint old custom.
Suddenly the old rules no longer apply.
I n Ga r y , I t I s I lleGal to
attend the theater wi t hi n
f our hour s of e at i ng gar l i c.
Z
pat t e r n: sUreFI t
shawcontractgroup.com
AD FOR COMMERCIAL CARPET COLLECTION
eve r y ma n i n
Br a i n e r d i s reqUI red By
law to Grow a Beard.
Just because there’s a rule doesn’t mean you should follow
it. No Rules Broadloom is the frst carpet ever designed
to eliminate matching, wear and installation concerns.
Its completely random pattern turns attic stock into a
quaint old custom. Suddenly the old rules no longer apply.
shawcontractgroup.com
pat t e r n: thI nk BI G
AD FOR COMMERCIAL CARPET COLLECTION
backings
BROCHURE FOR COMMERCIAL CARPET BACKINGS
This guide to an entire line of offerings is meant to create a level of interest
in the most uninteresting part of the carpet—the underside.
2007 ShowSouth Bronze Addy Award
It’s like that with backings—the part of the carpet that does most
of the work. Our backings can do things like protect against moisture.
Improve pattern matching. Simplify installation. They can even
transform themselves into brand new backings when you’re done
using them; an endless cradle-to-cradle loop. They’re very powerful.
But very modest. And even though they probably won’t like it,
we’re going to tell you about them anyway.
It disguises itself with effortlessness. It makes innovation look easy.
It saves the day, everyday, but never holds a press conference. Design is results.
*
design is
It keeps what you
see worth looking at.
subterranean.
BROCHURE FOR CARPET BACKINGS 2007 ShowSouth Bronze Addy Award
KODAK PROFESSIONAL FILM AD CAMPAIGN
This campaign reinforces and enhances knowlege of the benefts of Kodak flm over digital in cinema and television
Not how many takes for the pigeons to hit their mark.
It’s how much more visual information you’ll get to convey your
story when you shoot on flm. 48 million pixels of detail and nuance.
20-stop dynamic range. Film does the work that counts.
Kodak Professional Film
www.kodak.com
KODAK PROFESSIONAL FILM AD CAMPAIGN
How many places the location scout visited?
Actually, it’s how far your story can go if you originate
on flm. Take it into any format in any country around
the world with no loss of image quality.
Film does the work that counts.
Kodak Professional Film
www.kodak.com
What the new assistant director wants everyone
to call him? When this project will wrap on its
current schedule? Actually, it’s when future
generations will still be enjoying your work if
you capture it on the only archival medium.
Film does the work that counts.
Kodak Professional Film
www.kodak.com
KODAK PROFESSIONAL FILM AD CAMPAIGN
PROMOTIONAL CAMPAIGN:
KODAK NEXPRESS 2100 PRINTER
This trio of booklets promotes the versatility of the Kodak NexPress 2100 printer using an actual
commercial photographer’s portfolio. The aim was to show that different portfolios could quickly
be created using the same set of images for marketing to different prospects.
2003 Addy Award
B
e
A
U
t
Y
IT CAN BE A SUNRISE, A SUBTLE SCENT, AN UNEXPECTED
MOMENT. BUT MORE THAN SOMETHING TANGIBLE, BEAUTY
IS A FEELING WITHIN US THAT NEARLY ALWAYS ESCAPES
OUR ATTEMPTS TO TAME IT WITH WORDS. IT’ S A WARMTH
IN THE EARS, A CALM IN THE CHEST, A MOISTNESS IN THE
CORNER OF THE EYE THAT LETS US KNOW WHEN WE’ VE
EXPERIENCED TRUE BEAUTY. THESE ARE SOME OF THE WAYS
THE WORLD AND ITS INHABITANTS SHOW BEAUTY TO US ALL.
INTRO PAGE FROM BEAUTY PORTFOLIO
Working t he body pas t t he mi nd’ s l i mi ts
2003 Addy Award
INTRO PAGE FROM STILL LIFE PORTFOLIO
still
life
“WHEN ARE YOU GOING TO THROW THIS STUFF AWAY? ONE
PERSON CAN’ T POSSIBLY USE ALL THIS STUFF.” BUT IT’ S NOT
JUST STUFF. THROW IT AWAY? THAT’ S LIKE THROWING AWAY A
PIECE OF BEING. CAN’ T USE IT? IT’ S IN USE RIGHT NOW.
EVERY OBJECT YOU OWN, OR SEE, OR REMEMBER, CAN BECOME
A PLACEKEEPER IN YOUR AUTOBIOGRAPHY. IT DOESN’ T
MATTER IF IT’ S IN THE ATTIC, AROUND YOUR NECK, OR IN
THE BACK OF YOUR MIND. EACH THING HAS A LITTLE BIT OF
LIFE ATTACHED TO IT, LIKE A PRICE TAG THAT KEEPS GETTING
MARKED UP. IT’ S NOT JUST STUFF. BUT WHAT EXACTLY IS IT?
prom ni ght, and the red-faced boy at the door Still life No. 4
2003 Addy Award
p
e
o
p
l
E
INTRO PAGE FROM PEOPLE PORTFOLIO
IT’ S GETTING TO THE POINT WHERE I DON’ T EVEN NEED PEOPLE. I BUY
MY CLOTHES WITH MY COMPUTER, HAVE FOOD BROUGHT TO MY DOOR, DO
BANKING WITH A MACHINE, BELONG TO A GROUP THROUGH A TELEVISION.
I COULD BE MY OWN SELF-SUFFICIENT SOCIETY. CONVENIENT…ACCOMMODATING…
UNCHALLENGING…SAFE…ISOLATED…REGRESSING…DE-EVOLVING. I ONLY
USED 10 PERCENT OF MY BRAIN TO BEGIN WITH, NOW I ONLY USE SEVEN.
UNFORTUNATELY WE PEOPLE HAVE BEEN SADDLED WITH HIGHER INTELLIGENCE,
AND THE NEED TO EXERCISE IT. LEARN OR EXIST. TAKE THE EXPERIENCES
OF OTHERS AND MAKE THEM YOUR OWN. WATCH SOMEONE, EAVESDROP,
ASK, MAKE SMALL TALK. IT’ S LIKE AN IV DRIP OF UNFILTERED HUMANITY.
AND IT HAS ALWAYS BEEN HOW WE BETTER OURSELVES, OUR COMMUNITY,
AND THE WORLD. THROUGH PEOPLE.
g l a i n e t t a » Power
2003 Addy Award
detail of Esther Dunbar-Cullum watercolor study for Frangipani carpet collection
Color forecasting is fne for some.
But for Esther Dunbar-Cullum, experience
and intuition are far more important.
www.designorigins.net
toulouse-lautrec
poster text
royalton cherries
early july
h
a
n
s

h
o
l
b
e
i
n
1
6
t
h

c
.

p
o
r
t
r
a
i
t
grandm
other’s
cashm
ere shaw
l
ESTHER DUNBAR-CULLUM CARPET AD
The experiences of a classically trained painter turned carpet designer are the focus of this ad.
The Ride to Thrive Polo Classic
to beneft the Northern Virginia Therapeutic Riding Program and improve the lives of
those with special needs. Because adversity is just a wild horse, waiting to be tamed.
september 22 • Potomac Polo Club • Poolesville, MD
1 pm - 3 pm
GAtes OpeN
3 pm POLO MATCH
Featuring world class polo players
Ticketing & event information
www.ridetothrivepolo.org
Live Band • Silent Auction • Hat Contest • Jump Demonstrations • Martini Bar and Wine Tasting
pre-polo MATCH PARTY
Thursday, September 20, 7 pm
Indebleu: 707 G St NW Washington D.C.
CHARITY EVENT POSTER
This organization helps children with special needs through horseback riding.
The Ride to Thrive Polo Classic
september 22 • Summerhill Farm • Poolesville, MD
1 pm - 3 pm
GAtes OpeN
3 pm POLO MATCH
Featuring world class polo players
Ticketing & event information
www.ridetothrivepolo.org
Live Band • Silent Auction • Hat Contest • Jump Demonstrations • Martini Bar and Wine Tasting
Raise the Barn PARTY:
Thursday, September 20, 7 pm
Indebleu: 707 G St NW Washington D.C.
to beneft the Northern Virginia Therapeutic Riding Program
and improve the lives of those with special needs.
Because adversity is just a wild horse, waiting to be tamed.
CHARITY EVENT PRINT AD
We can raise aWareness.
We can raise confidence.
We can raise spirits.
But first we need to Raise the Barn.
CHARITY EVENT INVITATION
Thursday
sept 20
rai se the Barn party
Indebleu • 707 G Street NW • Washington D.C. 7-9 pm
visit nvtrp.org or call 703-764-0269 to RSVP or make a donation.
PLeASe jOin uS in kiCking OFF OuR CAPiTAL CAMPAign
AnD HeLP uS geT OuR RiDeRS bACk in THe SADDLe.
beCAuSe ADveRSiTY iS wiLD HORSe, wAiTing TO be TAMeD.
On July 19, our barn was struck by lightning and burned to
the ground. Fortunately, only one animal, our Belgian quarter
horse Clancy, was inside at the time and he kicked out his stall
door and escaped. No other horses were injured, but we did lose
$100,000 in saddles, tack and specialized equipment.
We see this an opportunity to ask of ourselves what we ask of our
riders—to confront challenges and persevere with every stride.
We’re hoping not only to rebuild, but to double the number of
riders we serve within the next fve years.
THe nORTHeRn viRginiA THeRAPeuTiC RiDing PROgRAM
CHARITY EVENT INVITATION
A T L E A $ T T H E Y
WON ¹ T T A K E T H E T OWE L $
©

2
0
0
6

S
h
a
w
,

A

B
e
r
k
s
h
ir
e

H
a
t
h
a
w
a
y

C
o
m
p
a
n
y
WWW.$HAWHO$PITALITY.COM
L
ush
F ROM THE RAVE COL L ECTI ON
HOSPITALITY DESIGN SHOW DAILY
CYAN MAGENTA YELLOW BLACK
Job No: na4414a01.indd
Client Name: NA
Description: Shaw Hospitality
Publication: Hospitality Design Show Daily
Bleed: 10.375" x 13.25"
Trim: 10.125" x 13"
Live: 9" x 12"
Line Screen: 133
Scale:
Output:
AD FOR HIGH-END COMMERCIAL CARPET FOR USE IN HOTELS
IT HAS FALLEN TO YOURS TRULY, being possessed of the
sort of experience that exhibits itself around one’s whiskers and temples,
to report to you on the curious pastime that has inspired such fervor in the
decade since the War. I am William Shelp, pitcher for the Knickerbockers,
and have been known as “Puzzler” for most of that time due to my ability
to throw a most troublesome twister, though the lads have taken to calling
me “Old Fox” of late
THE HORST BROTHERS, WILLIAM AND JOSEPH,
have been the most formidable infield leather hunters in the area for
nearly a decade, moving in perfect unison and turning double and
treble plays with a marvelous quickness. The pair holds an intense
dedication to the game, and has even been known to sneak off to
outlying communities to play on the Sabbath without fear of reproach.
FROM MY PERSPECTIVE AS A HURLER, this new brand of
base balls has the potential of ruining the intent of the game itself, turning
it into a constant carousel of base circling. These have increased from nine
to 10 inches in circumference, with a far greater percentage of the volume
being composed of India rubber and far lesser of yarn covering, the result
being transformation of common sky balls into artillery roundshots that
disappear into the summer haze.
Using 25 images from the photographer’s work with 19th c.
baseball reenactors, fictional accounts give insight into baseball’s
roots in the language of the era.
PHOTOGRAPHER’S PROMOTION
2005 Addy Award
From my own history’s first remembrance I have cherished thee,
collected thy trinkets, though others might mark me a fool.
I have traversed mountains to watch you travel four score yards.
I have squandered fortunes to witness your heroic feats,
beverage ever close at hand.
I arrive at the place of our meeting and see you again, A vision in Silver and Black.
And I am not alone in adoration. Your fans surround me, standing, then sitting, as one.
How do we love thee? Let me count the waves.
Your players take the stage, performing to perfection.
The Chest Bump, the Head Butt, the Square Out, Dive, Fly, Trap—the I Right 39 Pitch.
And then—
The suddenness of that special something bounding free in grass
left me hopeless and confused, as abandoned as the object itself.
Yet you were there to recover both it and my faith
and take it to the very end of the land, our goal achieved!
The earth shakes and the heavens roar—Whoomp, there it is.
Impossible to express just what I feel. So I extend my arms skyward,
releasing seven days of anxiety in a rapturous cry,
And hope beyond hope that it will carry you onward
To our January dream.
ode to football

SUBSCRIPTION AD FOR NFL TEAM PUBLICATION

d a i l y u p d a t e s • i n - d e p t h a n a l y s i s • m e s s a g e b o a r d s • t e a m g e a r
www.silverandblack.com
[up-to-the-minute Raiders info]
more current than
the colorado river
This series of print ads emphasizes the daily nature of web site coverage to readers of an associated weekly
NFL team publication. The goal was to inform readers they could keep up with breaking news without having
to wait for their print issue to arrive, or access a source not provided by the publisher.
PRINT AD CAMPAIGN FOR NFL TEAM-RELATED WEB SITE:

d a i l y u p d a t e s • i n - d e p t h a n a l y s i s • m e s s a g e b o a r d s • t e a m g e a r
www.silverandblack.com
[up-to-the-minute Raiders info]
fresher than your
mama’s biscuits
d a i l y u p d a t e s • i n - d e p t h a n a l y s i s • m e s s a g e b o a r d s • t e a m g e a r
www.silverandblack.com
[up-to-the-minute Raiders info]
more instant
than oatmeal
The most basic emotions are
the most difficult to express.
That’s why music and romance
have always been inherently
matched. Isn’t there more
truth in saying, “They’re
playing our song,” and looking
in your partner’s eyes than in
explaining the meaning of a
lifetime together?
romance.
rodgers and hart
didn’t write
“isn’t it realistic”
invitation cover inside front cover
FAIRFAX SYMPHONY ORCHESTRA
VALENTINE EVENT MATERIALS

Beethoven
didn’t write
“Political Discussion
No. 2 in F major”
Fa i r f a x Sy mp h o n y Or c h e s t r a
Val e nt i ne Pops Si l e nt Auc t i on
Fr i d a y , Fe b r u a r y 6 , 2 0 0 4
auction guide
romance
Billie Holiday
didn’t sing
“A Fine Resentment”
romance
Fairfax Symphony Orchestra Valentine Pops Gala
program
auction guide
FAIRFAX SYMPHONY ORCHESTRA
VALENTINE EVENT MATERIALS

2004 ADDY AWARD MATERIALS CALL FOR ENTRIES COVER & SPREAD
2005 Addy Award
2004 ADDY AWARD MATERIALS CALL FOR ENTRIES SPREADS
2005 Addy Award
2004 ADDY AWARD MATERIALS
Winners book cover
2005 Addy Award
2004 ADDY AWARD MATERIALS
invitation, tickets (opening video dvd available upon request)
2005 Addy Award
CROSS-PROMOTIONAL POSTER CAMPAIGN: FITNESS CENTER
FOR CROSS-PROMOTION
WITH VIDEO RENTAL STORES
FOR CROSS-PROMOTION
WITH BOOKSTORES
1999 Addy Certificate of Excellence
FOR CROSS-PROMOTION
WITH BAKERIES
FOR CROSS-PROMOTION
WITH HAIR SALONS
1999 Addy Certificate of Excellence