PRACTICAL EXAMPLE #13 - DESIGN, ART DIRECTION AND COPY WRITING
The brief: Holiday, subway poster and postcard campaign.
My 20 year old niece, Kayla Stuhr, did the illustrations. An art student herself, I thought of her as the real version of this girl and, in my mind, this made the drawings even more authentic. The 20 year old model also felt that this was exactly her style.
Detail on the iPod. The chairs are one of the things the store is known for. Even Sex in the City had Carrie visit Tekserve and sit and wait for service like so many of us Mac lovers.
Additional ideas, at my suggestion, addressed what happened after Christmas. Either you got what you asked for or you didn't...
I overheard someone explaining that Apple TV let you watch any online TV including Netflix. I thought this was amazing and far more likely to sell the device than Apple's version, because everyone knows Netflix and the possibililty to watch it on your HDTV was very attractive.
I had another idea for mobile technology. The most common experience, that everyone was familiar with, was having to buy coffee at Starbucks or a cyber cafe for wifi access...
After all the shots from the October shoot had been used, we moved on to their e-waste campaign and for this they wanted to reuse a vintage image. I felt that although the girl was OK, the rest of the image did nothing for them. Using the brown background from the recent campaign I composed a new image with their vintage girl sitting on a pile of stock shots of old electronics. A new copy line and a new T-shirt design completed the proposition.
Some of the images before I composed them
The legacy of the campaign.
What happened next. The client didn't have a budget for ongoing studio photography so I used my imagination and magical retouching skills to compose inexpensive stock images on my distinctive background to maintain continuity.
Ad introducing 4G mobile technology
The Local Knowledge series continued the idea of exploiting things only New Yorkers understand, e.g. how after Memorial Day the city is practically empty on the weekends because so many leave for the country and the beaches. Or (below) if your dog fits in a handbag you can take it on the bus...
Tekserve Professional Journal Ads
Sometimes creative ads need to be turned around immediatly in response to competitors. The following two comps were immediate responses to the Best Buy and Apple ads below.
Best Buy Superbowl ad: G4... G5... G6... Buy Back program
Apples introduction of iPhone4 with two service providers... Two is better than one