Strategy, Concept, Design & Art Direction
When we turned 20, we wanted to make a big deal out of it. Obviously the only solution was to dip everything in chrome and launch a superhero campaign into the market. We developed 3 characters for each of our business areas and attributed superpowers to each. The characters translated into a series of composite photos with models (and a lambo) and a 20 story kitcshy graphic novel (with playful client stories). Run alongside a more traditional campaign of targeted medicine we blasted our way through the year in a bold and unexpected campaign.
Shot in one long day at Fast Ashleys in Williamsburg, Brooklyn. I worked alongside a photographer, makeup artist, account directors and retouching consultant. We shot individual shots of three models and a Lambourghini to a series of sketches for use in print and digital ads and literature. Costumes were sourced and fabricated in-house with my team of designers. The key art was used across print and digital advertising as well as some print and exhibit materials.
After concepts and sketches were completed in-house, myself and a senior designer worked with an illustrator to bring both the characters and story to life. A short run perfect bound book was produced. It had fun finishing that included a foil cover with embossed anniversary logo and orange painted edges. Digital banner ads, lens wipes, tote bags and other tactics were built using the illustrations.
We exhibited at an industry event with two booths. One was a photo booth with our chrome Lamboughini and the other was a interactive game booth. The game was a play on the micro-trend of “Targeted Medicine”. We had a custom booth built with large inflated chrome organs with sensors attached. Using a foam ball air gun, players shot at the targets and the highest score at the end of the day won prizes.
We also ran an campaign playing on targeted medicine relating it to targeting marketing. Working with a certified medical illustrator we created a series of custom illustrations.