Florida Quality Roofing needed to do an about face from their typical trade marketing program. Their campaign had become oversaturated with homogenous verbal and visual communications. Our first priority was to command the attention of the typical home owner's association trade magazine reader all too desensitized by technical psycho-babble and pictorials of before and afters. This example received a round of applause from industry peers, no doubt because of the flawless tango performance - while upside-down none the less.