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CLIENT: The Amsterdam at Harborside, Port Washington, NY PROJECT: ‘Smart Decisions’ Campaign APPROACH: Nostalgia reminds us of seemingly better times. Powerful images of The 
Amsterdam depositors in a 
time of earlier uncertainty and anticipation delivers our message loud and clear. Best 
of all, the authenticity of these photos removed any need for an inset visual of a smiling, modern day senior, had anyone dared 
suggest it. Creative Direction: Kris Grazier
Copywriting: Christa Fitzgerl
Art Direction: Keith Boaz
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© 2013 Grazier Creative Partners

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