Fortune magazine wanted to increase its digital readership and downloads of the app.


We wanted to show potential readers that with Fortune, their ROIs would increase immediately. Upon download of the app, users received $0.99 through the app store.

My Role & Theirs

Art Direction, Photography, penny building

Agency: Pereira & O'Dell, CW: Ian Going, CDs: Rafael Rizuto, Eduardo Marquez

I loved building this F out of pennies. It was a really fun way to bring the benefits of the idea to life.