Yes, camels once did roam the Arctic. Of course, this was about 3.5 million years ago during the Pliocene warm period. The remains of these extinct giants were discovered on Ellesmere Island by a research team led by the Canadian Museum of Nature.
Last year I worked with Carmen Serravalle, VP, creative at Scott Thornley + Company (STC), to create an ad that would run in the Globe and Mail, promoting the museum’s Centre of Arctic Knowledge and Exploration.
Left: Scott Thornley + Company’s annual report for the University of Toronto Scarborough. Right: The Works Design’s annual report for Corby Distilleries.
After working 15-hour days for a month to meet deadlines for two annual reports, I can say that the market for ARs isn’t dead, though I may be.
I had heard from many designers that AR work had dried up with diminished budgets as the reports went online, reducing print runs dramatically. What once had been a design stable with eye-popping budgets had become a pain in the ass no longer worth the nail-biting deadline pressure.