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Fletcher Martin, the integrated marketing communications agency, developed highly stylized, artistic print ads to promote the new line of carpet called “Altered Elements” from Invision Carpet Systems, a division of leading commercial carpet manufacturer J&J / Invision based in Dalton, GA.
The line is inspired by the way natural elements affect objects over time, making them uniquely beautiful, such as weathered steel or tumbled stones. The print ads feature statuesque people painted by renowned French artist Nelly Recchia. Designed to visually represent the concept behind Altered Elements, the models pose amid stone, metal and slates alongside copy such as, “when the elements collide, something beautiful happens,” and “the hands of time wield an expert brush.”
“Invision has created a beautiful new line of carpeting with ‘Altered Elements,” says Brandy Gill, executive creative director for Fletcher Martin. “We drew from their inspiration to develop a print campaign that expressed the beauty of nature with the personal touch of unique design.”
The ads will run in interior design & architectural magazines such as Perspective, Metropolis, Interior Design, Contract, Floor Focus, reaching interior designers and architects.
“Fletcher Martin’s creative team really helped us to capture the essence of the inspiration behind each of our products,” says Mark Clayton, vice president of marketing for J&J / Invision. “The ads are extremely artistic while remaining relevant to our category. We could not have been more pleased with the end results.”
About Fletcher Martin
Fletcher Martin is an integrated marketing communications agency owned by the executive management of the agency and MDC Partners, Inc., one of the world’s leading marketing communications firms. Founded in 1979, Fletcher Martin helps clients disrupt their category or industry by providing insights and context to drive and change business. This disruptive change is led by the agency’s unique specialty consulting capability. Compensation is performance-based, and plans are executed through advertising, interactive, direct marketing and public relations services.
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jenjones[.]fletchermartin.com 
