In 2000, my company built a web site for Luis Leguia featuring his newly developed carbon fiber cello. He's a cellist with the Boston Symphony Orchestra and very well known and respected in the classical music world. We were very excited about this opportunity because the cello sound was actually different -- it seemed brighter, almost like the difference between a vinyl record and a CD. He also required a print campaign to support the marketing effort and so we came up with a campaign called "New Beauty" -- because we felt the instrument actually changed the way the cello sounded, especially in the hands of a master like Leguia. The ads appeared in Strings Magazine, the international string journal "The Strad" published in London and the Journal of the American String Teacher Association. This was the hallmark photo and an attempt at framing this new "space-age" composite material with the background of Mother Nature: wood and trees and leaves....

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