A brand that wants customers to see it as a “friend” by depicting a model using it is more effective when the product image appears horizontally and near the model. On the other hand, if a brand wants customers to see it as a “leader,” the advertiser will have better luck if it physically places the brand above the user and farther away (“it’s lonely at the top”). Create a mockup of two versions of an ad that depict the same brand as either a “friend” or a “leader.”