Darby Consulting disrupts the IT consulting industry not by what they do, but what they don’t do. The campaign disrupts by taking an indirect shot at Darby’s “Big 4” competitors, focusing on three common practices of these large firms. Practices that Darby threw out the window. Bold color blocks; simple, confusion-inducing photography; and WTH? headlines stand out in text-heavy industry publications and adjacent to the heavily photoshopped, realistic photography of competitive ads (PwC).