As for the quirky typography, it's Andale Mono, with the letter O "filled in by hand, which helps give Reebok an overall identifiable look. I like the fact that this face doesn't have a bold version. Sometimes there's a little play with the letters, like an O being a basketball." The ?I am what I am? tag is "always set in the gothic face Feta Fraktur. I liked that it connects to the street and the world of hip-hop and that it makes some people uncomfortable." What about the general darkness of the photography? "There's not a big reason the ads are on the dark side; I just wanted the photography to look a bit tough." Also in the PDF is an ad celebrating Allan Iverson and a shoe called the Answer IX Pump. See www.cadenbach.com for more on John Huet and www.photoawards.com for more on the Lucie Awards.