Client: Freedom Hyundai/Freedom Toyota
Responsibilities: Art Direction, Graphic Design
Tools: Adobe Photoshop/Adobe Illustrator
Freedom dealership’s main issue with its previous advertising was that it looked boring because his personal brand did not stand out from other competing dealerships. He wanted something unique for the upcoming Presidents’ Day sales event and mentioned that he would consider an extended contract depending on the campaign’s performance.
My marketing colleague and I reviewed his past ads, which were mostly shots of him standing next to a car in a polo shirt, similar to every other dealer trying to represent their brand.
We decided to start with a new photo shoot since he clearly needed updated visuals. We came up with the idea of dressing him in patriotic colors, including a blue jacket, red pants, and a white shirt, to reflect the dealership name “Freedom.” That is when we created the persona “Mr. Freedom.”
For the poses, I directed him to do superhero style stances with a serious expression. Later, to emphasize his presidential image as Mr. Freedom, I photoshopped his face onto Mount Rushmore.
The print ad achieved its goal successfully. As I recall, dealership visits increased significantly compared to previous campaigns. He was thrilled with the results and signed an extended contract, becoming one of our long-term clients.
Created While Working At POTRATZ
Client: Freedom Toyota/Metro Ford
Responsibilities: Art Direction, Graphic Design
Tools: Adobe Photoshop/Adobe Illustrator
Created While Working At POTRATZ
