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# How to create captivating ad compositions
- URL: https://www.unbore.com/how-to-create-captivating-ad-compositions/
- Published: 2026-02-28T04:01:37.000Z
- Updated: 2026-03-06T15:18:25.000Z
- Description: 16 techniques by the world's top ad photographer
- Author: Shlomo Genchin
- Tags: Art Direction

Great composition can’t fix a bad concept, but it can really improve a good one.

Let’s explore the techniques of Ale Burset, one of the world’s top ad photographers:

## 1\. Rule of Thirds

Divides the frame into nine equal parts, placing the most important elements where the lines intersect. It guides the eye naturally.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379147720-mzNRQuNrrKPFn71Y8qG4m1-2.webp)

Heinz

## 2\. Circle

Typically conveys unity and harmony, but can also emphasize feelings of being trapped or surrounded.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379148083-594f7Ewh7kCg6bLLABsyAt.webp)

Small text: "He sees what can't be shown. The burial of another undernourished child." – World Vision

## 3\. Cross

Creates tension and focus at the intersection.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379148608-ebZoXcJ1iCVMdMvde88ASJ.webp)

Burger King

## 4\. Tunnel

Builds depth, invites the viewer deeper into the scene.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379149015-21NXeSZeHwr5c5KDQ9CnVf-768x576.webp)

Small text: "Land Cruiser: Made for outdoors" – Toyota

## 5\. L-shaped

Leads the viewer’s eyes through the “L” shape. It also enhances the effects of negative space.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379149476-jGBf2wfxoFbUzmshRA6Cjs.webp)

Small text: "Find your summer" – Magnum

## 6\. Golden Triangles

Balances conflicting elements. The mathematical ratio appeals to our sense of beauty.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379149838-tXr4UBjH4WSvB8vAiW3PSh.webp)

Small text: "Escape Bad Habits" – Chirino Fitness Club

## 7\. Golden Spiral

Leads the eye from the setup of your story to the climax.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379150220-fkVvhcN8mdPTtsDLGFUTaf.jpeg)

Small text: "A quick response makes the difference" – Hospital Angeles

## 8\. Diagonal

Creates action and makes the ad look authentic and unstaged.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379150687-hdr1UKFqgHVn5iGJGYnN42.webp)

Heineken

## 9\. Double Diagonal

Adds volume to flat images and builds suspense.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379151091-uxebDFGrtuqMDqBHppGbCY.jpeg)

Small text: "You're Lucky" – Play Loto

## 10\. Balanced Scale

Creates stability or comparison. Great for *before-and-after* or *this vs that* shots.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379151599-bwrgvHZQww6uXiJcCuawxS.webp)

Small text: "No more back seat fights. 2017 Escalade with Dual Screen." – Cadillac

## 11\. Unbalanced Scale

Gives a feeling of unease or excitement. Helps reflect instability or adventure.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379151945-jC68rXL5XChxSnRacAEDmn.webp)

Viajes El Corte Inglés, a Spanish travel booking site

## 12\. Inverted Pyramid

Directs attention to your main subject, like an arrow.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379152293-hcmqtWTjvxQ2Y4xJN2wxTw.webp)

Small text, top: "Your neighbor's mother," "Your neighbor's brother," "The neighbor you crashed into." Small text, bottom right: "When you don't want to be there." – Stem Flowers

## 13\. Compound Curve

Adds elegance, flow, and speed.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379152712-o5Hw5zmBauezYG8BnCrmXe.jpeg)

BMW

## 14\. Three Spots

Creates rhythm and evenly distributes the focus.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379153147-vvDArHPwCYis2YAbf4Jih9.webp)

Small caption: "Everything has an origin" – Mcdonalds (This ad is part of a bigger campaign.)

## 15\. Radial

Focuses intensely on a central figure or object (e.g., a person, a flower, or a building).

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379153502-j2e9Vkg1MEyBhKGok9E7q7.jpeg)

Small text: "Soon electric" – Harley-Davidson

## Cheat Sheet

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379153885-po5Yzg8P4zQTX47NfrBSSE-1024x724.jpeg)