The customer had no concept and appeared to show little interest in their advertising initially. I brought life to their "Butler" image by giving him a name, writing a story to support the headline and developing a new tag. Along with a black background the new look conveyed a feeling of prestige, drawing new eyes and boosting sales.
San Francisco Bay Brand, California
Premium Fish Food
School of Fish Ad Campaign
Establishing a new concept of teacher and "school", I was able to steer an old ad campaign away from the standard ad set. Developing that new look and concept I featured the pet as the star of the ad. This ad established the premise that premium fish food far surpasses the run of the mill varieties. The final label design, ad design, layout, copywriting, illustrations/photo retouching, and production rounded out this rebirth of an old ad campaign.