VICTOR ORTIZ

copywriter

585.749.8585
VJ@VJORTIZ.COM
 FQ P·V EQPHQTO

 , 7 5 6  $ ' % # 7 5 ' 6 * ' 4 ' ·5 

#4 7. '  &1' 5 0 ·6 / ' #0
 ; 1 7  5 * 1 7 . &  ( 1 . . 1 9  + 6 

Since broadloom began certain things have held

true. If you wanted pattern, you had to accept the
baggage that came with it.

Until Shaw Contract Group® designed something

to shatter the status quo.

Every decision that went into the creation of

No Rules Broadloom—from the large repeat to
the randomness of pattern to color choice—was
made to provide freedom and flexibility.

What’s the dye lot? Who cares. Expand. Repair.

Maintain the vision. Invest attic stock funds in
something meaningful. It’s time to start thinking
differently about broadloom.

# 5- 9 * ;

PROMOTIONAL MATERIALS FOR COMMERCIAL CARPET COLLECTION

This campaign uses outdated rules and laws to describe the benefits of a first-of-its-kind
product—a patterned broadloom carpet that can be seamed together anywhere
without noticeable breaks in the pattern. 2006 ShowSouth Gold Addy Award
75'.'55 47.'5 QH %10&7%6
 

 CHAPTER 2

      9 * + 6 '  1 4  . + ) * 6  % 1 . 1 4 ' &

) . 1 8 ' 5  # 4 '  4 ' 3 7 + 4 ' &  ( 1 4 
       ' 8 ' 0 + 0 )  2 # 4 6 + ' 5   DGKPI 
 TGOQXGFQPN[CVUWRRGT

RCVVGTP

(4''HQT#..

5VTCKIJVNKPGU VJCVHQTO 
EWTXGU VJCVCTGTGEVCPIWNCT
 )QUJ JQYOCP[TWNGU 
ECPQPGECTRGV DTGCM!

RCVVGTP(4''HQT#.. EQNQTYC[%1.14/;914.&

75'.'55 47.'5 QH %10&7%6

3

CHAPTER

+ 6  + 5 + .. ')# . 6 1  5 ' 6  #  /175'6 4 #2 

+ 0 % #. + ( 1 40 + #  9+ 6 * 1 76  #  * 70 6+0 )  . + % ' 05' 

RCVVGTP

10 # 41..
9KURKPIEWTNUQHEQNQTU 
PQPGNKMGVJGQVJGT

6JGRCVVGTPTGRGCVU 
LWUVPQVHQT HGGV

award

RCVVGTP10#41.. EQNQTYC[$','9'.'&

PROMOTIONAL MATERIALS FOR COMMERCIAL CARPET COLLECTION

2006 ShowSouth Gold Addy Award

 In Gary, it is illegal to
a t t e n d t h e t h e a t e r within
f ou r hou rs of ea ting ga rlic.
Z

pattern: SUREFIT

Just because there’s a rule doesn’t mean you

should follow it. No Rules Broadloom is the first
carpet ever designed to eliminate matching, wear
and installation concerns. Its completely random
pattern turns attic stock into a quaint old custom.
Suddenly the old rules no longer apply.

shawcontractgroup.com

AD FOR COMMERCIAL CARPET COLLECTION

 Every man in
B r a i n e r d i s r e q ui r e d b y
law to grow a beard.

pattern: think big

Just because there’s a rule doesn’t mean you should follow

it. No Rules Broadloom is the first carpet ever designed
to eliminate matching, wear and installation concerns.
Its completely random pattern turns attic stock into a
shawcontractgroup.com quaint old custom. Suddenly the old rules no longer apply.

AD FOR COMMERCIAL CARPET COLLECTION

 backings

BROCHURE FOR COMMERCIAL CARPET BACKINGS

This guide to an entire line of offerings is meant to create a level of interest
in the most uninteresting part of the carpet—the underside.

2007 ShowSouth Bronze Addy Award

 It disguises itself with effortlessness. It makes innovation look easy.
It saves the day, everyday, but never holds a press conference. Design is results.

It’s like that with backings—the part of the carpet that does most
of the work. Our backings can do things like protect against moisture.
Improve pattern matching. Simplify installation. They can even
transform themselves into brand new backings when you’re done
using them; an endless cradle-to-cradle loop. They’re very powerful.
But very modest. And even though they probably won’t like it,
we’re going to tell you about them anyway.

design is
subterranean.
*

It keeps what you

see worth looking at.

BROCHURE FOR CARPET BACKINGS 2007 ShowSouth Bronze Addy Award

 Not how many takes for the pigeons to hit their mark.

It’s how much more visual information you’ll get to convey your

story when you shoot on film. 48 million pixels of detail and nuance.

20-stop dynamic range. Film does the work that counts.

Kodak Professional Film

www.kodak.com

KODAK PROFESSIONAL FILM AD CAMPAIGN

This campaign reinforces and enhances knowlege of the benefits of Kodak film over digital in cinema and television
 How many places the location scout visited?
Actually, it’s how far your story can go if you originate

on film. Take it into any format in any country around

the world with no loss of image quality.

Film does the work that counts.

Kodak Professional Film

www.kodak.com

KODAK PROFESSIONAL FILM AD CAMPAIGN

 What the new assistant director wants everyone
to call him? When this project will wrap on its
current schedule? Actually, it’s when future
generations will still be enjoying your work if
you capture it on the only archival medium.
Film does the work that counts.

Kodak Professional Film

www.kodak.com

KODAK PROFESSIONAL FILM AD CAMPAIGN

 PROMOTIONAL CAMPAIGN:
KODAK NEXPRESS 2100 PRINTER

This trio of booklets promotes the versatility of the Kodak NexPress 2100 printer using an actual
commercial photographer’s portfolio. The aim was to show that different portfolios could quickly
be created using the same set of images for marketing to different prospects.

2003 Addy Award

 INTRO PAGE FROM BEAUTY PORTFOLIO

IT CAN BE A SUNRISE, A SUBTLE SCENT, AN UNEXPECTED

Be
MOMENT. BUT MORE THAN SOMETHING TANGIBLE, BEAUTY
IS A FEELING WITHIN US THAT NEARLY ALWAYS ESCAPES
OUR ATTEMPTS TO TAME IT WITH WORDS. IT’S A WARMTH
IN THE EARS, A CALM IN THE CHEST, A MOISTNESS IN THE

t
AU Y
CORNER OF THE EYE THAT LETS US KNOW WHEN WE’VE
EXPERIENCED TRUE BEAUTY. THESE ARE SOME OF THE WAYS
THE WORLD AND ITS INHABITANTS SHOW BEAUTY TO US ALL.

Working t h e b o d y p a s t t h e m i n d ’ s l i m i t s

2003 Addy Award

 INTRO PAGE FROM STILL LIFE PORTFOLIO

life
“WHEN ARE YOU GOING TO THROW THIS STUFF AWAY? ONE
PERSON CAN’T POSSIBLY USE ALL THIS STUFF.” BUT IT’S NOT
JUST STUFF. THROW IT AWAY? THAT’S LIKE THROWING AWAY A
PIECE OF BEING. CAN’T USE IT? IT’S IN USE RIGHT NOW.

still
EVERY OBJECT YOU OWN, OR SEE, OR REMEMBER, CAN BECOME
A PLACEKEEPER IN YOUR AUTOBIOGRAPHY. IT DOESN’T
MATTER IF IT’S IN THE ATTIC, AROUND YOUR NECK, OR IN
THE BACK OF YOUR MIND. EACH THING HAS A LITTLE BIT OF
LIFE ATTACHED TO IT, LIKE A PRICE TAG THAT KEEPS GETTING
MARKED UP. IT’S NOT JUST STUFF. BUT WHAT EXACTLY IS IT?

Still life No . 4 prom n ight, and the red-faced boy at t he door

2003 Addy Award

 INTRO PAGE FROM PEOPLE PORTFOLIO

IT’S GETTING TO THE POINT WHERE I DON’T EVEN NEED PEOPLE. I BUY
MY CLOTHES WITH MY COMPUTER, HAVE FOOD BROUGHT TO MY DOOR, DO
BANKING WITH A MACHINE, BELONG TO A GROUP THROUGH A TELEVISION.
I COULD BE MY OWN SELF-SUFFICIENT SOCIETY. CONVENIENT…ACCOMMODATING…

peoplE
UNCHALLENGING…SAFE…ISOLATED…REGRESSING…DE-EVOLVING. I ONLY
USED 10 PERCENT OF MY BRAIN TO BEGIN WITH, NOW I ONLY USE SEVEN.
UNFORTUNATELY WE PEOPLE HAVE BEEN SADDLED WITH HIGHER INTELLIGENCE,
AND THE NEED TO EXERCISE IT. LEARN OR EXIST. TAKE THE EXPERIENCES
OF OTHERS AND MAKE THEM YOUR OWN. WATCH SOMEONE, EAVESDROP,
ASK, MAKE SMALL TALK. IT’S LIKE AN IV DRIP OF UNFILTERED HUMANITY.
AND IT HAS ALWAYS BEEN HOW WE BETTER OURSELVES, OUR C O M M U N I T Y,
AND THE WORLD. THROUGH PEOPLE.

g l a i n e t t a » Power

2003 Addy Award

 erries
on ch
royalt ly
r ly ju
ea

toulo
u
post se-lautre
er te c
xt

ha 6th
1
ns c.
ho po
lb rtr
ei ai
n t

grand
moth
cash e
mere r’s
shaw
l

detail of Esther Dunbar-Cullum watercolor study for Frangipani carpet collection

Color forecasting is fine for some.

But for Esther Dunbar-Cullum, experience
and intuition are far more important.
www.designorigins.net

ESTHER DUNBAR-CULLUM CARPET AD

The experiences of a classically trained painter turned carpet designer are the focus of this ad.
 The Ride to Thrive Polo Classic
to benefit the Northern Virginia Therapeutic Riding Program and improve the lives of
those with special needs. Because adversity is just a wild horse, waiting to be tamed.

september 22 • Potomac Polo Club • Poolesville, MD

1 pm - 3 pm 3 pm POLO MATCH Ticketing & event information

GATES OPEN Featuring world class polo players www.ridetothrivepolo.org

Live Band • Silent Auction • Hat Contest • Jump Demonstrations • Martini Bar and Wine Tasting

pre-polo MATCH PARTY 

Thursday, September 20, 7 pm
Indebleu: 707 G St NW Washington D.C.

CHARITY EVENT POSTER

This organization helps children with special needs through horseback riding.
 The Ride to Thrive Polo Classic
to benefit the Northern Virginia Therapeutic Riding Program
and improve the lives of those with special needs.
Because adversity is just a wild horse, waiting to be tamed.

september 22 • Summerhill Farm • Poolesville, MD

1 pm - 3 pm 3 pm POLO MATCH Ticketing & event information

GATES OPEN Featuring world class polo players www.ridetothrivepolo.org

Live Band • Silent Auction • Hat Contest • Jump Demonstrations • Martini Bar and Wine Tasting


Raise the Barn PARTY: Thursday, September 20, 7 pm
Indebleu: 707 G St NW Washington D.C.

CHARITY EVENT PRINT AD

 We can raise awareness.
We can raise confidence.
We can raise spirits.
But first we need to Raise the Barn.

CHARITY EVENT INVITATION

the northern virginia therapeutic riding program

On July 19, our barn was struck by lightning and burned to

the ground. Fortunately, only one animal, our Belgian quarter
horse Clancy, was inside at the time and he kicked out his stall
door and escaped. No other horses were injured, but we did lose
$100,000 in saddles, tack and specialized equipment.
We see this an opportunity to ask of ourselves what we ask of our
riders—to confront challenges and persevere with every stride.
We’re hoping not only to rebuild, but to double the number of
riders we serve within the next five years.

Please join us in kicking off our capital campaign

and help us get our riders back in the saddle.
Because adversity is wild horse, waiting to be tamed.

Raise the Barn Party

Thursday
SEPT 20

7-9 pm Indebleu • 707 G Street NW • Washington D.C.

visit nvtrp.org or call 703-764-0269 to RSVP or make a donation.

CHARITY EVENT INVITATION

 CYAN MAGENTA YELLOW BLACK

© 2006 Shaw, A Berkshire Hathaway Company

             
                   

Lush                      

 

AD FOR HIGH-END COMMERCIAL CARPET FOR USE IN HOTELS

HOSPITALITY DESIGN SHOW DAILY

Job No: na4414a01.indd Bleed: 10.375" x 13.25" Line Screen: 133

Client Name: NA Trim: 10.125" x 13" Scale:
Description: Shaw Hospitality Live: 9" x 12" Output:
Publication: Hospitality Design Show Daily
PHOTOGRAPHER’S PROMOTION
Using 25 images from the photographer’s work with 19th c.
baseball reenactors, fictional accounts give insight into baseball’s
roots in the language of the era.

IT HAS FALLEN TO YOURS TRULY, being possessed of the

sort of experience that exhibits itself around one’s whiskers and temples,
to report to you on the curious pastime that has inspired such fervor in the
decade since the War. I am William Shelp, pitcher for the Knickerbockers,
and have been known as “Puzzler” for most of that time due to my ability
to throw a most troublesome twister, though the lads have taken to calling
me “Old Fox” of late

THE HORST BROTHERS, WILLIAM AND JOSEPH,

have been the most formidable infield leather hunters in the area for
nearly a decade, moving in perfect unison and turning double and
treble plays with a marvelous quickness. The pair holds an intense
dedication to the game, and has even been known to sneak off to
outlying communities to play on the Sabbath without fear of reproach.

FROM MY PERSPECTIVE AS A HURLER, this new brand of

base balls has the potential of ruining the intent of the game itself, turning
it into a constant carousel of base circling. These have increased from nine
to 10 inches in circumference, with a far greater percentage of the volume
being composed of India rubber and far lesser of yarn covering, the result
being transformation of common sky balls into artillery roundshots that
disappear into the summer haze.

2005 Addy Award

 o d e to football
o
From my own history’s first remembrance I have cherished thee,
collected thy trinkets, though others might mark me a fool.

I have traversed mountains to watch you travel four score yards.

I have squandered fortunes to witness your heroic feats,
beverage ever close at hand.

I arrive at the place of our meeting and see you again, A vision in Silver and Black.
And I am not alone in adoration. Your fans surround me, standing, then sitting, as one.
How do we love thee? Let me count the waves.

Your players take the stage, performing to perfection.

The Chest Bump, the Head Butt, the Square Out, Dive, Fly, Trap—the I Right 39 Pitch.

And then—
The suddenness of that special something bounding free in grass
left me hopeless and confused, as abandoned as the object itself.

Yet you were there to recover both it and my faith

and take it to the very end of the land, our goal achieved!

The earth shakes and the heavens roar—Whoomp, there it is.

Impossible to express just what I feel. So I extend my arms skyward,
releasing seven days of anxiety in a rapturous cry,
And hope beyond hope that it will carry you onward

To our January dream.

SUBSCRIPTION AD FOR NFL TEAM PUBLICATION

 more current than
the colorado river
[up-to-the-minute Raiders info]

www.silverandblack.com

daily updates • in-depth analysis • message boards • team gear

PRINT AD CAMPAIGN FOR NFL TEAM-RELATED WEB SITE:

This series of print ads emphasizes the daily nature of web site coverage to readers of an associated weekly
NFL team publication. The goal was to inform readers they could keep up with breaking news without having
to wait for their print issue to arrive, or access a source not provided by the publisher.
fresher than your
mama’s biscuits
[up-to-the-minute Raiders info]

www.silverandblack.com

daily updates • in-depth analysis • message boards • team gear

more instant
than oatmeal
[up-to-the-minute Raiders info]

www.silverandblack.com

daily updates • in-depth analysis • message boards • team gear

 romance.
The most basic emotions are
the most difficult to express.
That’s why music and romance
have always been inherently
matched. Isn’t there more
truth in saying, “They’re
playing our song,” and looking
rodgers and hart in your partner’s eyes than in
didn’t write explaining the meaning of a
“isn’t it realistic” lifetime together?

invitation cover inside front cover

FAIRFAX SYMPHONY ORCHESTRA

VALENTINE EVENT MATERIALS
 romance
romance

Beethoven

didn’t write

“Political Discussion

No. 2 in F major”

Billie Holiday
didn’t sing
“A Fine Resentment”

Fairfax Symphony Orchestra

Fairfax Symphony Orchestra Valentine Pops Gala
Valentine Pops Silent Auction
Friday, February 6, 2004

program
auction guide

auction guide

FAIRFAX SYMPHONY ORCHESTRA

VALENTINE EVENT MATERIALS
2004 ADDY AWARD MATERIALS CALL FOR ENTRIES COVER & SPREAD

2005 Addy Award

2004 ADDY AWARD MATERIALS CALL FOR ENTRIES SPREADS

2005 Addy Award

2004 ADDY AWARD MATERIALS
Winners book cover
2005 Addy Award
 2004 ADDY AWARD MATERIALS
invitation, tickets (opening video dvd available upon request)

2005 Addy Award

 CROSS-PROMOTIONAL POSTER CAMPAIGN: FITNESS CENTER

FOR CROSS-PROMOTION FOR CROSS-PROMOTION

WITH BOOKSTORES WITH VIDEO RENTAL STORES

1999 Addy Certificate of Excellence

FOR CROSS-PROMOTION
FOR CROSS-PROMOTION
WITH BAKERIES
WITH HAIR SALONS

1999 Addy Certificate of Excellence