Out-of-Home Advertising
Copywriter // Creative Strategist
MODSY, 2018
In 2018, I was part of a team that launched an experimental out of home campaign for Modsy in the Seattle area. The goal was to drive brand awareness and test this channel for the first time.
The campaign included placements on billboards, bus ads, and truck wraps throughout the city.
Our strategy for the campaign was to spark curiosity and intrigue using paired-down visuals and succinct, punchy copy.
After several visual explorations, we landed on a set of high-contrast images featuring minimal furniture on a charcoal gray backdrop. We wanted to communicate a sophisticated aesthetic that hinted at the brand’s service of interior design while still leaving negative space for the copy to have maximum impact.
As a bonus, the dark backgrounds maintained their polished look over time, not showing dirt or dust after multiple weeks.
