I was recently tasked with helping build a brand on the concept of "Perception vs. Reality". The idea was to visually show something unexpected (the reality) that may contradict the typical viewer's preconceived notion about that particular product or brand (the perception). The idea of "Perception vs. Reality" was made popular by Rolling Stone Magazine back in the early 80's. They began a campaign of advertisements that featured a double page spread. On the left was the perception and on the right, the reality, and each was literally labeled as such. For example, one such ad featured a typical, long-haired hippie on the left standing in front of a micro-bus (perception being that their main readership consisted of hippies) and a young Wall Street executive on the right (the reality being that their readership consists largely of young professionals... I guess you could say, "yuppies"). I don't really consider myself a product, or "tabletop", photographer, but this assignment was a welcomed exception (I enjoy switching it up now and again, and I think that keeps my mind fresh as a professional creative). I photographed an ad for Goodwill (above). I decided to take a little bit less of a direct approach (which would say, "here's the perception, and here's the reality"), and instead gave the reality only, which would be a sharp contrast to the typical perception, and hinted at the perception just with the copy. I wanted to make a simple, clean image that would easily draw a contradiction between what the viewer sees and what they would normally think based on the brand name alone.