2004 Anna Nicole Smith Times Square Billboard
▲ BILLBOARD INSTALLATION IN TIMES SQUARE
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Organization
TRIMSPA
Project
2004 Anna Nicole Smith Times Square Billboard
Role
Graphic Designer
Tools & Technology
Adobe Acrobat Pro | Adobe Distiller | Adobe Photoshop | QuarkXPress
Skills & Knowledge
Brand Stewardship | Creative Development | Graphic Design | Layout & Composition | Outdoor & Out-of-Home | Typography | Photo Editing | Print Production
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INTRO & GOAL
Consistently deliver impactful branded content at online and offline touchpoints to support awareness, drive interest, and generate retail sales of the popular weight loss pill. Maintain brand positioning of TRIMSPA as a beauty product — something typically (and publicly) used as lip gloss.
STRATEGY & PROCESS
Design a billboard campaign to set the tone for the upcoming winter’s creative. Lean into Anna Nicole Smith’s popularity as TRIMSPA’s celebrity spokesperson, amplified through use of TRIMSPA’s “sexy powerful attitude” tagline. Ensure print creative is aligned with concurrent television spots airing nationwide. Consistently deliver seamless branded advertising content across online and offline touchpoints.
SOLUTION & OUTCOME
Full billboard produced for geographically strategic NY Metro media buy (Times Square). Creative featured imagery from TRIMSPA’s third formal photo shoot with spokesmodel Anna Nicole Smith. Local retail partner logos support trust and drive in-store sales. Part of an outdoor series that included billboards of varying sizes/orientations and subway cards in major metro areas. Contributed to peak revenue years.