in 2007, ATCA worldwide was envisioned as the first virtual tradeshow. in order to pull in technology partners from across the globe they needed a succinct campaign that would get people talking and be “unlike the traditional tradeshow” in every way.

I proposed a campaign that took aim at the worst parts of “in-person” interactions in business.

Since the handshake is often the first point of contact, I thought of every awful and awkward one I’d ever had.

The uncomfortable handshake guide was born and atca became a virtual success.