2005 Before & After Model Times Square Billboard
▲ billboard installation at times square
[ details ]
Organization
TRIMSPA
Project
2005 Before & After Model 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
Maintain brand positioning of TRIMSPA as a beauty product — something typically (and publicly) used as lip gloss — through the transition to the ephedra-free formulation. Support awareness, drive interest, and generate retail sales.
STRATEGY & PROCESS
Design a billboard campaign to set the tone for the upcoming summer’s creative. Pivot creative to lean into TRIMSPA’s reputation and popularity as an effective weight loss product and newly featured active ingredient “Hoodia Gordonii” — without Anna Nicole Smith. 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). Part of an outdoor series that included billboards of varying sizes/orientations and subway cards in major metro areas. Local retail partner logos support trust and drive in-store sales.