64. MODERN DOG
“The poster had to represent all of us,” says art director Junichi Tsuneoka, who figured since Modern Dog is known for their off-center sense of humor, they might as well go right for the fat ass. Their sense of humor often comes across “weird,” he says, “or as some people might put it, ‘offensive.’”

It was Modern Dog cofounder Michael Strassburger who came up with the concept. “The phrase ‘Does this _______ make my ass look big?’ is the perfect sentence to describe who we are,” says Tsuneoka. “So I decided to use it on the poster.” He wanted to use silver foil stock so that whenever a person stood before it, they would see themselves and ask, “Does this poster make my ass look big?”

“We decided to all participate designing this poster,” he says. “Each one of us was assigned a part of the phrase. Make my ass was my part.” Wanting the type to be dominant, they ended up with a small silver foil sticker at butt level. “It may offend some people if our poster makes their ass look big,” he says. “But we just threw out the question. We didn’t make your ass big.”
Dana Rouse