Working as contract Creative Director at an avant-garde arts non-profit, one of the things I was tasked with was conceptual advertising for the touring productions that performed in their cutting-edge theater space. This production was a theater experience loosely about the world's oldest tree watching over the destruction of mankind of different eras. I decided striking out with a bold image of the base idea was the best way to communicate an emotional sense of an unexplainable thing. This became the primary art for print and outdoor that was versioned into specific pubs.