Stop Looking Back

Magazine ad, editorial

2023

My team at Flexcar had the opportunity to develop a full page print ad in Parquet Mag, the official magazine of the Boston Celtics, as a benefit of our paid partnership with them. The exact ask was to take our price comparison graphic (a piece of creative we already had, which has not been very successful) and resize it to fit the specs.

In addition to completing the initial request, I put together multiple additional concepts that I believed would perform better based on magazine advertising best practices. After I walked the broader team through really clever and engaging magazine advertisement examples, and talking through why they worked, they were excited to get to the Flexcar ads that felt much more creative and clever. In concert with our talented copywriter, I was able to sell the strongest creative direction. The ad was similar to the initial ask in concept (comparing ownership to Flexcar) but achieved the comparison result in a much more clever way. The green theme within the ad is a play on our partner, the Celtics’ signature green color, and also a reference to savings for our customers.

As the creative director on this assignment, I:

Brainstormed, compiled a visual and conceptual inspiration document, and sketched
Developed & designed multiple concepts with imagery
Massaged the copy concept in tight collaboration with the copywriter
Sold the best idea to internal stakeholders
Finalized & sent to print