My colleagues and I launched CVS’s first RMN agency, crafting creative for national and global brands. Ads ran across their digital network and beyond.
Time Frame
2024
Objective
Expand awareness campaign, driving sales to CVS and beyond
Agency
CVS Media Exchange
Role
Art Director, Sr. Designer
Creative Director
Allison Volpicelli
ACD
Jake Grauds
Project Manager
Issa Reyes-Lao
Copywriter
Jack Savage
Software
Dimension, Illustrator, Photoshop
AI
ChatGPT (market research & swag options), Illustrator (Mockup), Photoshop (Generative Fill)
Skills
- 3D
- Art Direction
- Attention to Detail
- Compositing
- Concepting
- Design
- Leadership
- Retouching
- Scrappiness
- Strategy
The Challenge: In preparation for the height of tick season, Elanco tasked us with creating a banner ad based on the copy, “Fleas and ticks suck. Stop sucking with Seresto.”
The Solution: It could be as benign as a dinner date reaching too slowly for their wallet. Or as insidious as your brother-in-law crashing on your couch for four months. Nothing sucks more than a freeloader. And no freeloader sucks more than a tick. So we came back with “Freeloaders SUCK.” Then we showed them how much further the idea could go.
On the web
Bugs suck.
Strategy: Ticks are a constant concern for outdoor enthusiasts who hike with their dogs. This is an established market, and a no-brainer opportunity for Seresto.
On the scroll
Being itchy sucks.
Strategy: Pet compatibility is notoriously important to online daters. Marketplace is a first stop for supplies. Travelers taking or kenneling their four-leggeds are equally concerned about safety.
These ads micro-target self-identified dog- and cat-owners in select markets.
OOH
Strategy: We used Google Trends data to target markets with high concentrations of pet owners, and imagined high-visibility transit ads and CTV placements in vet lobbies.
Swag/Promotional
You get what you pay for.
Unless we’re talking about ticks. You get a lot of ticks if you don’t pay for it.
Housing
Strategy: We chose objects for their usefulness to pet owners. (The doghouse sign, well.)
Doors: I mapped the art onto doors with Illustrator’s Mockup tool.
Doghouse: I combined several 3D models, and built the type as a 3D object. I mapped the logo onto the bed and added an inside light to improve visibility.
Toys
Frisbee & ball: I mapped the copy onto 3D objects, matched the lighting and camera to the photographs, and added realism in Photoshop.
Wearables
Suckers suck.
Stickers stick.
Most suckers stick.
And some stickers suck.
But our stickers stop sucking.
Strategy: Each object congratulates and reassures pet owners on their decision to use the product.