Brand Splash Billboard NYC

Problem:
The marketing came to the design team with a few days to turn around this multi-screen animated billboard near Times Square. Copy for the ads was written and then approved by the executives, marketing team and advisors before being shared with the design team. But the provided copy was fairly wordy and didn't fit the strong vertical format of the billboards!

Solution:
Because copy and design are so closely intertwined, it was necessary to rewrite the copy and secure buy-in from the C-Suite. I wrote microcopy, designed the ads and then presented it to the team. I was able to show the team that this format required concise copy and that it would be better suited for the fast-paced NYC environment.

Impact:
• 13 million total impressions (Oct. 2023)
• Direct traffic to company website up nearly 30%
• 136% increase in Google Trends for company name