The client—a bold, personality-driven car dealership—came to me with a very specific aesthetic in mind: something playful, ironic, and unmistakably campy. Think ‘90s infomercial meets internet meme culture. Their goal? To breathe life into a seasonal billboard campaign that didn’t just sell the idea of upgrading your car—but sparked conversation, chuckles, and maybe even a few nostalgic flashbacks. They believed the more their ads looked like something you’d jokingly text a friend, the more memorable they’d be. My job was to take that vision and dial it up to eleven using punchy puns, rich theming, and a visual style that was proudly over-the-top.
02 . The Solution
Each billboard was designed as a themed mini-universe—bright, bold, and bursting with personality. From the breezy greens of springtime deals to St. Patrick’s Day gold rushes and football-season dramatics, I matched the copy’s pun-laden tone with visuals that leaned hard into irony and high-energy kitsch. Oversaturated elements, exaggerated props, and expressive character models gave the designs that wink-and-nudge internet feel. Instead of trying to “look cool,” we aimed for deliberate charm—designs that people would point at and talk about. It was a creative playground where branding met theater, and it proved to be just the kind of playful disruption the client was betting on.
