Advertising

Ed Ad Series

The Omni Group — Macworld Full-Page Ad

This was a full-page print advertisement created for Macworld magazine on behalf of The Omni Group. The ad uses a simple illustration and restrained copy to describe a familiar experience: the subtle frustration that comes from using tools that don’t quite fit the way you work. Rather than focusing on features, the ad frames software as something that should feel natural once it’s right.

Full-page Macworld magazine ad featuring a minimal illustration of a man standing stiffly against a blue background, paired with text describing his suspicion that something in his routine has gone wrong. Headline reads, “The right fit makes all the difference. — Full-page Macworld magazine ad for The Omni Group, using understated humor to talk about software fit.

OmniOutliner — Macworld Full-Page Ad

This full-page ad ran in Macworld magazine to promote OmniOutliner. The concept exaggerates a common mistake: using the wrong tool for the job. The illustration makes that mismatch obvious, while the tone stays deliberately serious. The humor comes from the contrast, reinforcing the idea that unnecessary complexity often comes from choosing the wrong software rather than from the task itself.

Full-page Macworld magazine ad showing a line illustration of a man carefully using a chainsaw for a task requiring precision. Supporting text explains that the consequences of choosing the wrong tool become clear very quickly. — Full-page Macworld magazine ad for OmniOutliner, built around a visual metaphor for using the wrong tool.

“You’d Be Home by Now” Macworld Ad

This was a full-page print advertisement created for Macworld magazine for The Omni Group. The ad uses a single visual gag to tie together multiple Omni products, showing how poor tools quietly turn into lost time. The humor is understated and a little bleak, built around the idea that productivity failures often end with you still at your desk when you should be done.

Full-page Macworld magazine ad showing a man asleep at his desk late at night, surrounded by notes, a whiteboard diagram, and a computer. Callouts point to OmniOutliner, OmniGraffle, and OmniWeb, suggesting each task could have been finished earlier using Omni software. — Full-page Macworld magazine ad for The Omni Group, using dark humor to connect time lost at work with the choice of tools.

OmniPlan — “Scratch-Off” Macworld Ad

This was a full-page print advertisement created for Macworld magazine for The Omni Group to promote OmniPlan. The ad plays off the visual language of lottery scratch-off tickets, framing project success as something you should not have to gamble on. The humor is blunt and a little absurd, contrasting chance-based outcomes with deliberate planning.

Full-page Macworld magazine ad designed like a scratch-off lottery ticket, titled “On Time & On Budget,” surrounded by cut-line graphics. The ad promotes OmniPlan as an alternative to gambling on project success. — Full-page Macworld magazine ad for OmniPlan, using a scratch-off lottery ticket parody to argue against managing projects by luck.

OmniGraffle — “Definition” Macworld Ad

This was a full-page print advertisement for OmniGraffle created for Macworld magazine by The Omni Group. The illustration borrows from phrenology charts, mapping diagramming tools and shapes inside the human head as a visual metaphor for thinking through structure, systems, and ideas. The humor is dry and a little academic, presenting OmniGraffle as something you don’t just use, but think with.

Full-page Macworld magazine ad for OmniGraffle, using phrenology-inspired imagery to frame diagramming as a way of thinking, not just drawing.

“We Take Application Development Seriously” — Macworld Ad

This was a full-page print advertisement created for The Omni Group and run in Macworld. The ad presents a fictional internal team chat, slowly devolving into poetry, jokes, and side comments. The contrast between the headline and the conversation was intentional. It was a way to show that Omni took software seriously, while still being very human about how it got made.