“Unless you make yourself noticed and believed, you ain’t got nothin’.” Advertising guru Leo Burnett uttered those words long ago, and the ad industry still swears by them. Noticed and believed — it happens when you understand your client’s business, brand, and goals, and create an ad that captures all three.
The Hotel Metropole sits on the oceanfront on Catalina Island. For an ad in a lifestyle magazine, its owners requested a mood of romantic fantasy and escape. Fluid lines of poetry set against a dreamlike photo recall a getaway from another era.
When you’re asking people to donate to a cause, it’s all about emotional pull. This ad for the NRDC’s Legacy Leaders features an exquisite portrait of a grey wolf — just one example of the endangered wildlife a donation will help preserve.
The Hotel Metropole’s shopping center, “Metropole Market Place,” needed an ad that would stand out from the competition in a visitor’s guide to Catalina Island. Using a few key images and a simple, uncluttered layout, we achieved the goal and increased visitors to the center. Copy: Tim Braybrooks
The problem with advertising picture frames is that everyone looks at the pictures, not the frames. We embraced that natural inclination — the compelling images in this trade magazine ad remind people that their own fabulous photos deserve a Hermitage Photo Frame. Copy: Tim Braybrooks
3-Point Digital asked for a campaign as bold as the company’s concept: a post-production studio that connects Avid owners with filmmakers who needed editing facilities and services. The striking blue-and-white design was deployed on a series of trade magazine ads. Copy: Tim Braybrooks