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Behind the Lens: Be Cool


December 02, 2008 The client is Coolmax, a fabric used in athletic apparel because of its ability to wick away moisture. The ads, which were created to run in fashion trade publications, are supposed to promote the material's ability to keep athletes cool in the hot sun. The ads, like the one seen here, show athletes in motion, keeping their cool confidence while a bright sun shines overhead.

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