Problem: Competition for data center business was increasing, and the company needed to stay top of mind as an HVAC player while spotlighting two data-center-specific products.
Constraint: Limited quality product photography, and limited access to real data center environments to shoot due to facility restrictions. The ad still had to read clearly at a glance.
Solution: I featured two high-performing products against a background that signaled data center and technology, without relying on real facility photography I didn't have access to.
Result: The ad was built to pop off the page, dark background, bold color, products angled to feel like they're coming at the viewer. It performed well enough that it became more than a magazine ad. Reps repurposed it as the cover for data center product brochures, using it to help sell the full data center product line, not just what we manufactured.