Work Pictures

One of my first copywriting jobs was writing short bios for everyone who worked at my gear shop. I asked all of them to bring in pictures so that we could hang them on the employee wall next to their bios. My friend Zack's photo was of him deep in concentration, his face pressed against a rock and hand on a tiny hold while he bouldered. Until you looked closer at the black-and-white photo and noticed a Pabst Blue Ribbon can, seemingly defying gravity, and sticking straight out of the wall. Only the careful observers would note that Zack's concentration was so pure that a fly had landed on his face unmolested. And only the most astute would realize that we'd actually turned the photo 90 degrees, and that Zack was actually lying face down on the rock asleep and not actually climbing.