monster craftsman is a one-man shop making chain tensioners for custom bobbers and choppers. he needed an ad for a few magazines that stood out while featuring his main product; chain tensioners. with a name like monster craftsman, it wasn't difficult for me to deduce he needed a monster of some sort for the ad. his clientele won't be impressed with some cutesy little thing and i did not want to get gory or scary. it had to be edgy and draw the eye. first, we needed a slogan, something that conveyed the edginess of the garage built chopper and bobber industry without using cliches such as "ride it like you hate it." hate is a bad word to utilize in a branding campaign and monster craftsman wanted ads before a logo, so i had to devise a slogan that would become the foundation of what was to come. "manufactured under your bed, punk." everybody knows monsters live under your bed. it's humourous and edgy and with "custom metal fab" at the top, the slogan states in a subtle manner that these are manufactured by monster craftsman, not overseas. it is an important distinction in his industry as builders want to support american-made products whenever they can. with the slogan set, i took one of the most respected presidents and made him into a warewolf. it's a little shocking and people are drawn to it. a chain tensioner is profiled over lincoln's right shoulder as the reader of the ad moves their eyes down to read what's being made and sold. it isn't the standard motorcycle magazine ad. it will be seen. contact me at and i will create highly visible print ads for your independent business.