THE ART OF DECK MAKING

T H E A R T

“ Simplicity, clarity, complexity, and ambiguity

are not mutually exclusive states in language;

the sensitive typographer is one who can

manifest these states in the right mix by

“
controlling the elements at his or her disposal

- TIMOTHY S A M A R A Making and Breaking the Grid

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T H E A R T

GOOD DECKS SELL IDEAS.

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T H E A R T

Economist and Nobel Prize winner Daniel Kahneman believes

that upwards of 95% of our decisions are made emotionally.

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T H E A R T

So, before we ask our clients to make a financial, strategy-based

investment, we must first ask them to make an emotional one.

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T H E A R T

WE’RE VISUAL. SO BE VISUAL.

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T H E A R T

Never assume your viewer can visualize your creative.

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T H E A R T

Our job is to get the client past their cloud of data and
testing to see the value of emotionally driven work.

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T H E A R T

Decks can become routine.

Don’t forget the flowers when it comes to presenting ideas.

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T H E A R T

THE DECK COMMANDMENTS

1 0
T H E A R T

!"#

OPEN STRONG
1 1
SUPER BOWL

J U L Y F I R S T , T W E N T Y - T H R E E
WHAT MAKES A GREAT IMAGE
1 3
SUPER BOWL

J U L Y F I R S T , T W E N T Y - T H R E E
$%&'()&%!&*#&*#(+%$,+-

1 5
$%&'()&%!&*#&*#(+%$,+-

$%&.("/%&)(0&%!!&1+.'

1 6
 $%&'()&%!&*#&*#(+%$,+-

$%&.("/%&)(0&%!!&1+.'

2$)+(--0&%$3)&%!&%'#&"(44(%$2#

1 7
 $%&'()&%!&*#&*#(+%$,+-

$%&.("/%&)(0&%!!&1+.'

2$)+(--0&%$3)&%!&%'#&"(44(%$2#

)#%)&(&1!!5

1 8
T H E A R T

VS.
1 9
SUPER BOWL
July 1, 2023
T H E A R T

%6!

BE PICKY WITH IMAGES

2 1
T H E A R T

2 2

“We see a kid drowning his pancakes in syrup”

T H E A R T

VS.
2 3
T H E A R T

2 4

“We see a kid drowning his pancakes in syrup”

T H E A R T

VISUAL EMOTION >

VISUAL PRESCRIPTION 2 5
T H E A R T

2 6

“Open on a girl and her dog sitting in front of the TV.”

T H E A R T

VS.
2 7
T H E A R T

2 8

“Open on a girl and her dog sitting in front of the TV.”

T H E A R T

HIGH RES, EVERYTHING

2 9
PARTNERING WITH
3 0
T H E A R T

VS.
3 1
PARTNERING WITH
3 2
T H E A R T

%'4##

PAINT A BROADER WORLD

3 3
T H E A R T

3 4

“A driverless pod glides into motion, as we hear the voice of an AI assistant.”

T H E A R T

3 5

“A driverless pod glides into motion, as we hear the voice of an AI assistant.”

T H E A R T

VS.
3 6
T H E A R T

3 7

“A driverless pod glides into motion, as we hear the voice is an AI assistant.”

T H E A R T

,!+4

ADDITIVE INFO ONLY

3 8
T H E A R T
IT USES HIER ARCHY TO MOVE
YOUR EYE AROUND THE PAGE

THE ART OF
A WELL C R E ATE

CURATED SLIDE
A VISUAL FOCAL
POINT

1. 2. 3.

YO UR PAG E S SHOULD B E SE T UP DON ’T J US T R E AD OF F T H E PAG E, NOT E VE RY THING NE E D S TO G O

TO B E A CONVE R SATION YOU AND THE PAG E SHOULD ON THE PAG E. PR ACT I C E T H E A RT

B E T WE E N YOU AND THE PAG E. H AVE DI F F E R E N T ROL LS. OF E X T R E ME R E DUCTION.

3 9

*CITATION OR SOURCES SHOULD BE TREATED AS LEGAL COPY. IT SHOULDN’T BE DISTR ACTING.

 C R E ATE

A VISUAL FOCAL
POINT

3.

NOT E VE RY THING NE E D S TO G O

ON THE PAG E. PR ACT I C E T H E A RT

OF E X T R E ME R E DUCT ION.

4 0

*CITATION OR SOURCES SHOULD BE TREATED AS LEGAL COPY. IT SHOULDN’T BE DISTR ACTING.

T H E A R T

,$2#

SWEAT THE SMALL STUFF

4 1
DRIVERLESS :60
Open on a wealthy, older man standing at the curb outside a very modern
glass and steel downtown office building. A futuristic vehicle glides to the
curb to meet him. A door slides open and the man hops in.
HERO: Evening Clarice, home please.
The final flashback is to 2018. A beautiful Audi RS5 in action, blasting along
a picturesque Northwestern wooded road. We cut inside the car to reveal
his younger self in the present day, hands planted firmly on the wheel. He
smiles a boyish smile, looks over at his wife next to him, then punches the
gas.

As the car glides into motion, a small cup of hot Espresso is already waiting
for him. The car is driverless. The voice we hear is an AI assistant.
CLARICE: You seem melancholy David. May I help?
As our hero stares wistfully out the window. We see hundreds of driverless
cars all moving on the same computer grid. Traveling the exact same
speed, perfectly spaced apart.
HERO: Just thinking of a different time is all.
Here we flash back to him as a 16-year-old kid, his father giving him his first
driving lesson. Maybe we see him lying on the hood with friends, or leaning
for a kiss in the front seat, or taking a trip along a sun-soaked coastal road.
Then cut back to him in the back of his driverless vehicle.
HERO: There was a time when I was sat up there,
you know? When I had to rely on my
own two hands, my own eyes.
We cut back again to him as a younger man. Brief moments of how
glorious it was to have control of your own vehicle. Him pushing backs
into their seats. Accelerating onto a freeway. Roaring through a turn on a
twisting rural road.
We cut back to the driverless vehicle to see it pull into a futuristic parking
pod attached to a home. The conversation with his AI assistant continues
seamlessly inside.
CLARICE: Maybe I can help you relax?
He lets out a dissatisfied sigh.
HERO: No see, that’s just... the... problem.
He stares glumly around the perfectly clean, perfectly ordered space.
Then we see a look of resolve in his eyes. He strides away and we cut
to him pulling open a door, opening up a large, dark space – some kind
of sub-basement. In the far corner, a car shrouded in a dust sheet sits.
A twinkle in his eyes appears as he approaches. He whips off the sheet
dramatically, to reveal a vintage, mint condition, 2018 Audi RS5.
CLARICE: David, NO!
We cut to a beautiful three quarter shot of the RS5 in action, blasting along
a picturesque Northwestern wooded road. At this point the audience isn’t
sure whether he’s gone rogue in the future, or if this is another flashback.
CARD: Drive like there’s no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present day, hands
place to place. But going somewhere, planted firmly on the wheel. He smiles a boyish smile, looks over at his wife
and feeling something along the way. next to him, then punches the gas.

SUP E R BOW L 2020 V E N A B LE S B E LL & PA RT NE R S | AUD I 25

T H E A R T

VS.
4 3
Driverless :60
Open on a wealthy, older man standing at the curb outside
a very modern glass and steel downtown office building. A
futuristic vehicle glides to the curb to meet him. A door slides
open and the man hops in.
blasting along a picturesque Northwestern wooded road. We
cut inside the car to reveal his younger self in the present day,
hands planted firmly on the wheel. He smiles a boyish smile,
looks over at his wife next to him, then punches the gas.

HERO: Evening Clarice, home please. We cut back to the driverless vehicle to see it pull into a futur-
As the car glides into motion, a small cup of hot Espresso istic parking pod attached to a home. The conversation with
is already waiting for him. The car is driverles. The voice we his AI assistant continues seamlessly inside.
hear is an AI assistant.
CLARICE: Maybe I can help you relax?
CLARICE: You seem melancholy David. May I help?
He lets out a dissatisfied sigh.
As our hero stares wistfully out the window. We see hundreds
of driverless cars all moving on the same computer grid. Trav- HERO: No see, that’s just... the... problem.
eling the exact same speed, perfectly spaced apart.
He stares glumly around the perfectly clean, perfectly ordered
HERO: Just thinking of a different time is all space.
Then we see a look of resolve in his eyes. He strides away
Here we flash back to him as a 16-year-old kid, his father and we cut to him pullin open a door, opening up a large,
giving him his first driving lesson. Maybe we see him lying on dark space – some kind of sub-basement. In the far corner, a
the hood with friends, or leaning for a kiss in the front seat, or car shrouded in a dust sheet sits. A twinkle in his eyes ap-
taking a trip along a sun-soaked coastal road. Then cut back pears as he approaches. He whips off the sheet dramatically,
to him in the back of his driverless vehicle. to reveal a vintage, mint condition, 2018 Audi RS5.

HERO: There was a time when I was sat up there,
you know? When I had to rely on my
own two hands, my own eyes.
We cut back again to him as a younger man. Brief moments
of how glorious it was to have control of your own vehicle.
Him pushing backs into their seats. Accelerating onto a free-
way. Roaring through a turn on a twisting rural road.
CLARICE: David, NO!
We cut to a beautiful three quarter shot of the RS5 in action,
blasting along a picturesque Northwestern wooded road. At
this point the audience isn’t sure whether he’s gone rogue in
the future, or if this is another flashback.
CARD: Drive like theres no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present
place to place. But going somewhere, day, hands planted firmly on the wheel. He smiles a boyish
and feeling something along the way. smile, looks over at his wife next to him, then punches the
gas.

The final flashback is to 2018. A beautiful Audi RS5 in action,

SUPER BOWL 2020 STEVE JONES & PARTNERS | AUDI 27

Driverless :60
Open on a wealthy, older man standing at the curb outside
a very modern glass and steel downtown office building. A
futuristic vehicle glides to the curb to meet him. A door slides
open and the man hops in.
blasting along a picturesque Northwestern wooded road. We
cut inside the car to reveal his younger self in the present day,
hands planted firmly on the wheel. He smiles a boyish smile,
looks over at his wife next to him, then punches the gas.

HERO: Evening Clarice, home please. We cut back to the driverless vehicle to see it pull into a futur-
As the car glides into motion, a small cup of hot Espresso istic parking pod attached to a home. The conversation with
is already waiting for him. The car is driverles. The voice we his AI assistant continues seamlessly inside.
hear is an AI assistant.
CLARICE: Maybe I can help you relax?
CLARICE: You seem melancholy David. May I help?
He lets out a dissatisfied sigh.
As our hero stares wistfully out the window. We see hundreds
of driverless cars all moving on the same computer grid. Trav- HERO: No see, that’s just... the... problem. 6$5!6)7&8(-!4#
eling the exact same speed, perfectly spaced apart.
He stares glumly around the perfectly clean, perfectly ordered
HERO: Just thinking of a different time is all space.
Then we see a look of resolve in his eyes. He strides away
Here we flash back to him as a 16-year-old kid, his father and we cut to him pullin open a door, opening up a large,
giving him his first driving lesson. Maybe we see him lying on dark space – some kind of sub-basement. In the far corner, a
the hood with friends, or leaning for a kiss in the front seat, or car shrouded in a dust sheet sits. A twinkle in his eyes ap-
taking a trip along a sun-soaked coastal road. Then cut back pears as he approaches. He whips off the sheet dramatically,
to him in the back of his driverless vehicle. to reveal a vintage, mint condition, 2018 Audi RS5.

HERO: There was a time when I was sat up there,
you know? When I had to rely on my
own two hands, my own eyes.
We cut back again to him as a younger man. Brief moments
of how glorious it was to have control of your own vehicle.
Him pushing backs into their seats. Accelerating onto a free-
way. Roaring through a turn on a twisting rural road.
CLARICE: David, NO!
We cut to a beautiful three quarter shot of the RS5 in action,
blasting along a picturesque Northwestern wooded road. At
this point the audience isn’t sure whether he’s gone rogue in
the future, or if this is another flashback.
CARD: Drive like theres no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present
place to place. But going somewhere, day, hands planted firmly on the wheel. He smiles a boyish
and feeling something along the way. smile, looks over at his wife next to him, then punches the
gas.

The final flashback is to 2018. A beautiful Audi RS5 in action,

SUPER BOWL 2020 STEVE JONES & PARTNERS | AUDI 27

Driverless :60
Open on a wealthy, older man standing at the curb outside
a very modern glass and steel downtown office building. A
futuristic vehicle glides to the curb to meet him. A door slides
open and the man hops in.
blasting along a picturesque Northwestern wooded road. We
cut inside the car to reveal his younger self in the present day,
hands planted firmly on the wheel. He smiles a boyish smile,
looks over at his wife next to him, then punches the gas.

HERO: Evening Clarice, home please. We cut back to the driverless vehicle to see it pull into a futur-
As the car glides into motion, a small cup of hot Espresso istic parking pod attached to a home. The conversation with
is already waiting for him. The car is driverles. The voice we his AI assistant continues seamlessly inside.
hear is an AI assistant.
CLARICE: Maybe I can help you relax?
CLARICE: You seem melancholy David. May I help?
He lets out a dissatisfied sigh.
As our hero stares wistfully out the window. We see hundreds
of driverless cars all moving on the same computer grid. Trav- HERO: No see, that’s just... the... problem. 6$5!6)7&8(-!4#
eling the exact same speed, perfectly spaced apart.
He stares glumly around the perfectly clean, perfectly ordered
HERO: Just thinking of a different time is all space.
Then we see a look of resolve in his eyes. He strides away )-!330&,!41(%%$"8
Here we flash back to him as a 16-year-old kid, his father and we cut to him pullin open a door, opening up a large,
giving him his first driving lesson. Maybe we see him lying on dark space – some kind of sub-basement. In the far corner, a
the hood with friends, or leaning for a kiss in the front seat, or car shrouded in a dust sheet sits. A twinkle in his eyes ap-
taking a trip along a sun-soaked coastal road. Then cut back pears as he approaches. He whips off the sheet dramatically,
to him in the back of his driverless vehicle. to reveal a vintage, mint condition, 2018 Audi RS5.

HERO: There was a time when I was sat up there,
you know? When I had to rely on my
own two hands, my own eyes.
We cut back again to him as a younger man. Brief moments
of how glorious it was to have control of your own vehicle.
Him pushing backs into their seats. Accelerating onto a free-
way. Roaring through a turn on a twisting rural road.
CLARICE: David, NO!
We cut to a beautiful three quarter shot of the RS5 in action,
blasting along a picturesque Northwestern wooded road. At
this point the audience isn’t sure whether he’s gone rogue in
the future, or if this is another flashback.
CARD: Drive like theres no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present
place to place. But going somewhere, day, hands planted firmly on the wheel. He smiles a boyish
and feeling something along the way. smile, looks over at his wife next to him, then punches the
gas.

The final flashback is to 2018. A beautiful Audi RS5 in action,

SUPER BOWL 2020 STEVE JONES & PARTNERS | AUDI 27

Driverless :60
Open on a wealthy, older man standing at the curb outside
a very modern glass and steel downtown office building. A
futuristic vehicle glides to the curb to meet him. A door slides
open and the man hops in.
blasting along a picturesque Northwestern wooded road. We
cut inside the car to reveal his younger self in the present day,
hands planted firmly on the wheel. He smiles a boyish smile,
looks over at his wife next to him, then punches the gas.

HERO: Evening Clarice, home please. We cut back to the driverless vehicle to see it pull into a futur-
As the car glides into motion, a small cup of hot Espresso istic parking pod attached to a home. The conversation with
is already waiting for him. The car is driverles. The voice we his AI assistant continues seamlessly inside.
hear is an AI assistant.
CLARICE: Maybe I can help you relax?
CLARICE: You seem melancholy David. May I help?
He lets out a dissatisfied sigh.
As our hero stares wistfully out the window. We see hundreds
of driverless cars all moving on the same computer grid. Trav- HERO: No see, that’s just... the... problem. 6$5!6)7&8(-!4#
eling the exact same speed, perfectly spaced apart.
He stares glumly around the perfectly clean, perfectly ordered
HERO: Just thinking of a different time is all space.
Then we see a look of resolve in his eyes. He strides away )-!330&,!41(%%$"8
Here we flash back to him as a 16-year-old kid, his father and we cut to him pullin open a door, opening up a large,
giving him his first driving lesson. Maybe we see him lying on dark space – some kind of sub-basement. In the far corner, a
the hood with friends, or leaning for a kiss in the front seat, or car shrouded in a dust sheet sits. A twinkle in his eyes ap-
taking a trip along a sun-soaked coastal road. Then cut back pears as he approaches. He whips off the sheet dramatically, ,$8'%$"8&2$)+(-&'$#4(4.'0
to him in the back of his driverless vehicle. to reveal a vintage, mint condition, 2018 Audi RS5.

HERO: There was a time when I was sat up there,
you know? When I had to rely on my
own two hands, my own eyes.
We cut back again to him as a younger man. Brief moments
of how glorious it was to have control of your own vehicle.
Him pushing backs into their seats. Accelerating onto a free-
way. Roaring through a turn on a twisting rural road.
CLARICE: David, NO!
We cut to a beautiful three quarter shot of the RS5 in action,
blasting along a picturesque Northwestern wooded road. At
this point the audience isn’t sure whether he’s gone rogue in
the future, or if this is another flashback.
CARD: Drive like theres no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present
place to place. But going somewhere, day, hands planted firmly on the wheel. He smiles a boyish
and feeling something along the way. smile, looks over at his wife next to him, then punches the
gas.

The final flashback is to 2018. A beautiful Audi RS5 in action,

SUPER BOWL 2020 STEVE JONES & PARTNERS | AUDI 27

Driverless :60
Open on a wealthy, older man standing at the curb outside
a very modern glass and steel downtown office building. A
futuristic vehicle glides to the curb to meet him. A door slides
open and the man hops in.
blasting along a picturesque Northwestern wooded road. We
cut inside the car to reveal his younger self in the present day,
hands planted firmly on the wheel. He smiles a boyish smile,
looks over at his wife next to him, then punches the gas.

HERO: Evening Clarice, home please. We cut back to the driverless vehicle to see it pull into a futur-
As the car glides into motion, a small cup of hot Espresso istic parking pod attached to a home. The conversation with
is already waiting for him. The car is driverles. The voice we his AI assistant continues seamlessly inside.
hear is an AI assistant.
CLARICE: Maybe I can help you relax?
CLARICE: You seem melancholy David. May I help?
He lets out a dissatisfied sigh.
As our hero stares wistfully out the window. We see hundreds
of driverless cars all moving on the same computer grid. Trav- HERO: No see, that’s just... the... problem. 6$5!6)7&8(-!4#
eling the exact same speed, perfectly spaced apart.
He stares glumly around the perfectly clean, perfectly ordered
HERO: Just thinking of a different time is all space.
Then we see a look of resolve in his eyes. He strides away )-!330&,!41(%%$"8
Here we flash back to him as a 16-year-old kid, his father and we cut to him pullin open a door, opening up a large,
giving him his first driving lesson. Maybe we see him lying on dark space – some kind of sub-basement. In the far corner, a
the hood with friends, or leaning for a kiss in the front seat, or car shrouded in a dust sheet sits. A twinkle in his eyes ap-
taking a trip along a sun-soaked coastal road. Then cut back pears as he approaches. He whips off the sheet dramatically, ,$8'%$"8&2$)+(-&'$#4(4.'0
to him in the back of his driverless vehicle. to reveal a vintage, mint condition, 2018 Audi RS5.

HERO: There was a time when I was sat up there, CLARICE: David, NO!
you know? When I had to rely on my 84(11(4&("5&)3#--$"8&#44!4)
own two hands, my own eyes. We cut to a beautiful three quarter shot of the RS5 in action,
blasting along a picturesque Northwestern wooded road. At
We cut back again to him as a younger man. Brief moments this point the audience isn’t sure whether he’s gone rogue in
of how glorious it was to have control of your own vehicle. the future, or if this is another flashback.
Him pushing backs into their seats. Accelerating onto a free-
way. Roaring through a turn on a twisting rural road. CARD: Drive like theres no tomorrow.

HERO: When it wasn’t about getting taken from We cut inside the car to reveal his younger self in the present
place to place. But going somewhere, day, hands planted firmly on the wheel. He smiles a boyish
and feeling something along the way. smile, looks over at his wife next to him, then punches the
gas.

The final flashback is to 2018. A beautiful Audi RS5 in action,

SUPER BOWL 2020 STEVE JONES & PARTNERS | AUDI 27

T H E A R T

MINIMIZE THE JUMP

4 9
T H E A R T

MINIMIZE THE JUMP

5 0
T H E A R T

MINIMIZE THE JUMP

5 1
T H E A R T

MINIMIZE THE JUMP

5 2
T H E A R T

BREAK YOUR OWN RULES

5 3
T H E A R T

YO U R D E C K T E M P L AT E I S M E A N T TO B E A D E S I G N G U I D E L I N E , N OT A H I N D R A N C E .

5 4
T H E A R T

I F A N E L E M E N T WO R K S O N O N E PAG E B U T N OT A N OT H E R ? C H A N G E I T.

5 5
T H E A R T

YO U WO N ’ T B E J U D G E D BY H OW C L O S E LY YO U S T I C K TO YO U R T E M P L AT E ( W I T H I N R E A S O N ) .

5 6
T H E A R T

A LWAYS C H O O S E V I S UA L E N H A N C E M E N T OV E R T E M P L AT E D E D I C AT I O N .

5 7
T H E A R T

A L L T H AT M AT T E R S I S H OW G O O D O F A S TO RY YO U T E L L .

5 8
T H E A R T

EVERY DECK MATTERS

5 9
T H E A R T

A great deck is a love letter to your clients.

Hell, it’s a love letter to your ideas.

It shows you take pride in them.

It shows your dedication to detail.

Art directors (and everyone!) should put effort into each deck.

No matter how seemingly insignificant the information.

6 0
T H E A R T

NOW CHECK YOUR WORK

6 1
T H E A R T

I’M OPENING STRONG. MY INFO HAS HIERARCHY.

MY IMAGES SPEAK WITHOUT WORDS. I SWEAT THE SMALL STUFF.

EVERYTHING IS HIGH RES. I CONTROLLED THE “JUMP.”

I PAINTED A BROADER PICTURE. I BROKE MY RULES.

6 2
T H E A R T

THANK YOU.