Laser Diecut Poster

Agency Network: 
May 2011
Bladeworks Fencing:  Laser Diecut Poster
Bladeworks Fencing Outdoor Ad -  Laser Diecut Poster


This poster for Bladeworks Fencing Club was designed to show that fencing is a fun way to get fit for anyone—not just nerds or Olympians. The traditional Spencerian script was hand-lettered by world-renowned typographer Tony DiSpigna and laser-cut so that it appears the words were cut out of the paper Zorro-style by an extremely skilled swordsman.

Outdoor advertisement created by Rethink, Canada for Bladeworks Fencing, within the category: Recreation, Leisure.

Advertising Agency: Rethink, Canada
Designer: Jeff Harrison
Copywriter: Keri Zierler
Typographer: Tony Di Spigna
Producers: Keri Bhangu, Sheila Santa Barbara
Studio Artist: Jonathan Cesar
Laser Diecutting: Arkwell Industries
Photographer: Clinton Hussey Photography
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CuriousPencil's picture

Glorious. Artistically solid, and I hope fiercely effective. The choice of calligraphy is a lovely piece of smarts, given the probable demographic. And the copy is just right. I'd challenge the aspiration that it shows fencing as 'for anyone' though - only certain people are going to chime with the power of calligraphy.

Activity Score 4225
atb2005's picture

I was wrong; hence I deleted my previous comment. I thought this was a print ad (even though it says poster; didn't really pay attention). As a poster, it is ok. I still don't find it effective, sales-wise, though. And again, the copy conveys nothing with regard to staying fit.

Activity Score 13557
CommandZ's picture

I'm going to second Gerry's "glorious" sentiment. I don't under estimate that consumers will get the idea that this was a Zoro-esgue treatment with the calligraphy, and they don't need to understand the laser cut technique to get that. The type is treated very elegantly and I don't believe it's hard to read. Will it be effective? Well, first they need to work on their website which was an utter let down coming off of this piece.

Activity Score 2515
Creative Director
atb2005's picture

deleted by me

Activity Score 13557
bakamono's picture

The could have done few one with "the next zoro did this" and the other "lose fat" because you do sweat and you do get fit.

Activity Score 1002

because therefore it is

Phony Ads's picture

Calligraphy does not imply this was cut by a sword. It's way too elegant. Using a cruder/simpler font that actually makes the headline look like it was written by someone using a sword, would.

Phony Ads
Activity Score 149
spinsarah's picture

Honestly, I shouldn't have to sit here squinting for 5 minutes trying to read this ad for me to understand its message. I gave up before I had the chance. Not a very good ad if you ask me.

Activity Score 110
Ordozgoiti's picture


Activity Score 235
Art Director at Leo Burnett Iberia
Kriativity's picture

i agree with spinsarah!

Activity Score 414
nerio's picture

this was categorized under "outdoor" so was this a poster or something? if it was then people seeing it would understand the cutout.. but regardless the calligraphy is hard to read...

Activity Score 166
Web Designer/Developer
chirag's picture

the art of writing is what targets the art loving people, could have been better visible if the color combination would be of better choice.
Nice work...

Activity Score 52
Planner at brandtree
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