Sometimes, the best work is the simplest. MUH-TAY-ZIK | HOF-FER demonstrates this with a series of print ads for lighting, furnishing and plumbing retailer YDesign. It takes modern design and effectively brings it down to earth, showing you how a well-made fan or chair can improve your life -- and why you need them. The reasons don't have to be complicated: heat does rise, and you need to sit, sometimes. The ads are called "Design Necessities," and according to Jon Matejczyk, co-founder and ECD, they "capture the very essence of modern design, which is not about creating rarified, unreachable, untouchable heirlooms, but fully satisfying actual everyday needs."