In late 2012, I designed this key visual for a billboard campaign promoting Sunich’s lemonade. The creative strategy relied on an optical illusion, where the precise use of shadows transforms a two-dimensional image into a striking three-dimensional experience. By creating the perception that the product is casting a shadow on the background, the design bridges the gap between the viewer and the advertisement. This visual interaction is specifically engineered to offer a sense of relief and refreshment, effectively contrasting the product’s promised coolness with the sweltering heat of the summer.