Andrew Moliski, KLN ‘18, recently received the Art Director’s Club of Philadelphia’s 2018 Louix award for overall student submissions.

The Louix awards are distributed by the Art Directors Club of Philadelphia at an annual ceremony that celebrates the creative work of the Philadelphia advertising community.

Moliski’s Advertising Capstone course, taught by Professor Sheryl Kantrowitz, required students to design spec campaigns. Moliski created a campaign for Tylenol that offered viewers an optical illusion of alternating black and white lines, with a small portion of white in the bottom corner. The viewer’s eyes are drawn to the white space, where text adjacent to the logo reads, “Fast Acting Relief.”

Moliski said he was encouraged to enter the competition by advertising Professor Stacey Harper.

“It was extremely fun to work on,” Moliski said. “But because it’s so simple and powerful, it’s really easy to translate into other out of home places.”

Moliski’s spec project assignment was to create a campaign for a parity product (a product that mirrors its competitors), like pain relievers, Q-tips or auto-insurance.

“Usually with these parity products, we’re grandfathered into them—our parents used Tylenol so we use it too,” Moliski said. “But with a campaign like this, it keeps it on the top of your mind, more or less.”

If the campaign were to actually be used by Tylenol, Moliski said he imagines the packaging would mirror the same optical illusion,  helping shoppers to make the connection to the ad and the fast-acting relief of Tylenol.

“Advertising means sending a message. It’s one thing being able to craft a message, you have to know who you’re sending that message to,” said Moliski.

Moliski is currently an intern at Karma Advertising Agency in Philadelphia, where he has worked for the past year. He is also the creative director for the Temple Ad Club. In the future, he hopes to put his skills and education to work for a nonprofit agency.