I was tasked to create a 360 degree marketing campaign for Homejoy, targeting their LA market. The campaign was to be seasonal, launching on the first day of spring in Los Angeles, I was asked to define the concept around these boundaries.
One major hurdle of this project was the deadline. The entire campaign was to be concepted, produced, and launched within one month. Knowing this, a photo or video shoot was out of the question and stock photography would be too general for their needs. So I defined the concept around a simple graphical style based around short, impactful headlines and iconography.
The concept was based around this idea: Homejoy will give you more time enjoying the things you love to do and less time worrying about your home. Homejoy had purchased 20 billboards throughout LA, so I wanted to create a series of 4 billboards around this concept with a different activity on each billboard, and the payoff line being, “More Spring, Less Cleaning”.
Art Direction & design
Strategy & Concept