This is the initial image I created to illustrate the idea behind our print ads for the February 2008 book.
Television ratings periods fall on the months of February, May, July, and November. During these ratings periods, the Creative Services department cranks out tons of promos, ads, and contests in an attempt to draw a larger audience. It can be very competitive.
The idea behind these ads was to step away from the normal idea of a TV print ad by placing a full page ad with our anchors' faces and logo. Instead, we went with a black and white image, and took the pictures while our anchors were doing actual work instead of staging everything on the set or in front of a keywall.
The ads would then be placed in area newspapers and would look like pictures shot by staff photographers at the paper instead of an advertisement. Since readers are often turned off by ads, we went with a different approach to get them to see what we're doing in their cities.. by making it look less like an ad.
Television ratings periods fall on the months of February, May, July, and November. During these ratings periods, the Creative Services department cranks out tons of promos, ads, and contests in an attempt to draw a larger audience. It can be very competitive.
The idea behind these ads was to step away from the normal idea of a TV print ad by placing a full page ad with our anchors' faces and logo. Instead, we went with a black and white image, and took the pictures while our anchors were doing actual work instead of staging everything on the set or in front of a keywall.
The ads would then be placed in area newspapers and would look like pictures shot by staff photographers at the paper instead of an advertisement. Since readers are often turned off by ads, we went with a different approach to get them to see what we're doing in their cities.. by making it look less like an ad.
Upon final approval by the General Manager, the project moved forward.
After weeks of hiding around and taking random pictures of our on-air talent, plenty of time editing, and sitting around trying to come up with the perfect caption for each photo, the campaign was ready to share with area newspapers.
We obtained all the size information we needed and found out we had to put "Paid Advertisement" on the pictures. We didn't like it, but the General Manager loved it. After looking over countless pictures, he selected just a handful of them for publication.
These are the ads I created. There were more ads, but I credit those to my former colleague in Creative Services.
Our news campaign for this ratings period was "Live, Local, Now".
After weeks of hiding around and taking random pictures of our on-air talent, plenty of time editing, and sitting around trying to come up with the perfect caption for each photo, the campaign was ready to share with area newspapers.
We obtained all the size information we needed and found out we had to put "Paid Advertisement" on the pictures. We didn't like it, but the General Manager loved it. After looking over countless pictures, he selected just a handful of them for publication.
These are the ads I created. There were more ads, but I credit those to my former colleague in Creative Services.
Our news campaign for this ratings period was "Live, Local, Now".
Of course, there was a lot of down time while trying to come up with these captions and picture ideas.
This one's for all the journalists out there..
This one's for all the journalists out there..
As you can probably guess... it was rejected by senior management.
