For West Coast Men's Health, the goal was to create something bold and memorable while staying just on the right side of tasteful. The concept leaned into humor and suggestion, using a minimal 2D extension off the bottom of the billboard to make a big impact without overdoing it. It’s simple, a little unexpected, and instantly gets the point across—exactly what the client was after. The result walks that line between playful and provocative, proving you don’t need much to create something people won’t forget.