Suffice it to say A|X is not my kind of brand. My style is more, oh, Madonna ex-husband meets "cool dad with tech job" combined with a touch of 2020 pop star. A|X is, quite simply, for tools.
However, their new ad campaign is great. I mean, the images are shot beautifully--the female lead is particularly striking--but the final shot, located just above, is the most memorable. (For obvious reasons.) So I applaud the art direction here. Racy advertising isn't limited to Gossip Girl, DSquared and Calvin Klein. A high-end douchey brand offshoot like A|X can be trashy, too!
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