2005 Anna Nicole Smith + Before-and-After Model Spring Creative: Full Page Print Magazine Ads, Subway Cards, Billboards
▲ Full Page Print Ad
▲ Vertical Billboard Creative
▲ 21″ x 22″ Subway Card
▲ 70″ x 11″ Subway Card
[ about ]
Organization
TRIMSPA®
Project
2005 Spring Creative: Billboard, Subway Cards, Full Page National Magazine Ads
TRIMSPA sought to begin pivoting from exclusively featuring Anna Nicole Smith by including a more traditional lineup of before-and-after models alongside the infamous spokesmodel. The campaign featured the newly introduced active ingredient, Hoodia Gordonii, while maintaining TRIMSPA’s popularity and reputation as an effective weight loss product. The goal was to support awareness, drive interest, and generate retail sales.
APPROACH & OUTCOME
Spring 2005 creative incorporated imagery from TRIMSPA’s fifth photo shoot featuring spokesmodel Anna Nicole Smith. Gearing up for spring break and summer, Anna was featured in a wetsuit, holding a surfboard, walking confidently along the shoreline. Up to eight traditional before-and-after models were also featured, reemphasizing that TRIMSPA was an accessible and effective weight loss solution—not just something for the celebrity crowd. Hoodia Gordonii was prominently featured as a novel weight loss ingredient exclusive to TRIMSPA’s revised formulation.
Full-page print ads ran in popular national magazine titles like Cosmopolitan and Glamour for 2005 spring issues. Ads incorporated region-specific retail chain logos and cutout coupons in the layout to generate local in-store sales.
Billboard versions of this creative were produced for a geographically strategic NY Metro media buy, including Times Square. Part of an outdoor series that included billboards of varying sizes/orientations as well as coordinating subway cards in major metro areas. Inclusion of local retail partner logos supported in-store sales.
All print creative was aligned with concurrent television spots airing nationwide. Seamless branded advertising content was consistently delivered across online and offline touchpoints.
This work contributed to peak revenue years—increasing annual sales revenue 168% to $43M during my time there.
MY ROLE
Graphic Design
KNOWLEDGE, SKILLS & TOOLS
- Strategy: Brand Stewardship
- Creative & Production: Creative Development | Graphic Design | Layout & Composition | Outdoor & Out-of-Home | Photo Editing | Print Production | Typography
- Tools: Adobe Acrobat Pro | Adobe Distiller | Adobe Photoshop | QuarkXPress