With TheMacFix the strategy was edgy and modern. Posters, site graphics, stickers, and business cards that all said “F#&K!” The idea was simple, most people dropped their phone, spilled beer on their computer and yelled “FUCK!” It was a lasting and memorable campaign that helped keep TheMacFix relevant and competing against larger companies with better street presence. Operating out of the South Side of Williamsburg also meant needing a multifaceted/multicultural approach that would reach not just native English speakers but also Spanish and Hebrew speakers as well.