Reliant – Smiling Benjamin

CHALLENGE:   You can only visualize "save money" so many ways. After a few years the agency was having trouble concepting new ideas.

SOLUTION:   First the copywriter and I edited the text down as succinctly as possible. I created three concepts and the Smiling Benjamin was the favorite. Surprisingly the client kept asking "make it more subtle."

(Several people asked; I created the smiling image by editing the original in Photoshop.)