One Message, Every Channel
A single creative idea needed to work across a full national print and coupon-insert rollout — from double-page magazine spreads down to a single narrow unit — without losing the idea in translation.
My RoleConcept, Art Direction, Design, Copy
Same idea, different formats.
A national rollout rarely runs in one size. The same core idea had to work as a double-page magazine spread, a half-page ad, a free-standing insert dropped into a Sunday paper, and a narrow vertical unit — each with different production specs and a different moment of the reader's attention.
Build the system, not the ad.
Rather than solving each placement separately, the work started with one flexible system — a consistent headline structure, the product-on-grass photography, and a callout treatment for new products — that could be dropped into whatever size or channel a given placement required, and re-skinned by product line without breaking the idea.
Across the format mix.
One system, every size.
One creative system, reformatted across double-page spreads, half-page ads, FSIs and narrow vertical units — without a separate concept needed for every placement.