We were tasked with creating a mock-up advertorial like you might find in a magazine. The advertisement was to be for our state lottery, and include the lottery’s logo.
After several iterations that my professor wasn’t fond of, I found a story line he liked. In my mind the imagery fell into place when the idea for the story popped into my head. I used three images to tell the tale of a young lottery winner. Penniless in the beginning, receiving the lottery money (big check style), and finally with his fancy car and fancy women.
My favorite combination of fonts is a heavy sans-serif for headlines and a nicely structured and spaced serif font for the copy. In this instance, I used League Gothic for the headlines. For the copy, I wanted a relatively closely tracked typeface with a short x-height. Minion Pro seemed to fit the bill nicely.