A long line of women fills a traditional-looking Catholic church. One by one, they stream into the tiny wooden confessional. In the bottom right corner, a box says "The Ax Effect" and a picture of a can of Ax body spray. The women appear to be of all ages, from businesswomen to high school, and come from all walks of life, although their faces are not visible. Hands crossed and head slightly tilted. Hands are full, perhaps showing a lack of time during their busy days. Gathering in the small sanctuary seems slow and tiring. Are these women reluctantly waiting to recount an unforgettable evening or are they trying to get their hands on the priest who bought the wrong body wash? Their stance is firm and it's unclear whether they feel pressured to be there or to leave. The light enters the room like a spotlight and gives everyone's clothes muted hues. The placement of the confessional and the tilt of the women's line bring the eye toward the kneeling women and directly toward Ax's can. Minimalist use of typography and graphics keeps it ...