Utilizing the surface of a lake in the mountains for an advertisement takes advantage of the peaceful surroundings that lack other intrusive messages, and allows clear communication with the consumer. The unexpected nature of the projection on the surface of the water surprises and intrigues the consumer, while leaving the natural landscape of the area unspoiled. This amplifies the message of the advertisement, as the illusion takes on also these natural qualities of peace, comfort and beauty.
Lori McKee