Sunbelt Rentals Look+Feel App Focused Tactics
Sunbelt Rentals focuses in professional grade tool and equipment rentals. They had many goals they wanted to achieve for this campaign: drive to the app, showcase various tools and popular DIY projects, reach out to their core audience and new clients. This campaign was full of iterations. Creative assets built in Adobe CC, HTML5 banners internal dev, Photo comps done with stock imagery that "Frankenstein-ed" from stock to include relevant tools and DIY projects. Below are the various tactics including my concepts and art direction (executed by a great team) for Digital Banners, Social, Billboards and Video spots.
ROLE
Design, Art Direction
CREDITS
Rauxa (now FKA) creative team,
copywriters, production
Existing brand elements
This brand had product photography and basic brand elements.
Existing photography focused specifically on tools available and workers in a work environment.
The goal of this brand was to shift from B2B (business to business) to a more B2C (business to consumer) activation as well as advertise their new mobile app.
Exploration One
Three directions were explored to identify the initial KPIs:
1. Showcasing the mobile app available. I featured an actual phone for this usage along with colors and the context of a tool for this iteration.
2. Showcasing the "DIYer" a typical person able to use tools on a typical project. Important to show a range of ages, genders and skin tones.
3. Showcasing the tool itself, in this case I used exploded view drawing to make it more dynamic.
Exploration Two
The client wanted the three objectives (advertising the mobile app, showcasing the "DIYer," and showcasing the tool) merged into one.
They did not want a lifestyle shoot, so I opted to use stock photography for composites.
Since we were trying to achieve many goals with one layout, I explored pairing two at a time (tool/person or mobile/tool) together first.
Exploration Three
For this iteration, the client felt it was important to nail down the age and demographic of the user. They opted to focus on 18-50 year olds at first, but then shifted to wanting more females and males with tattoos (their idea of an alternative audience).
They wanted to explore making the tool a hero by itself as well, so there is an iteration with the color corrected, silhouetted tool.
They also wanted to explore photoshopping tools into the hands of models and showing the tool used for the project it related to specifically.
It was difficult to nail down all of these constraints with stock photography, so I focused on popular tools like saws.
The client also wanted to re-infuse the mobile direction in visuals, not just language.
Final Designs
After many iterations, I finally found a solve to include all of the client's constraints. Again, they wanted to see a mobile phone, a DIYer aged 18-50, and a showcased tool that related to a specific project one might do at home, without a photoshoot.
I was able to achieve all stipulations, by taking a stock image of a glove, compositing it to hold a mobile phone (of no specific brand), showing a silhouetted tool, with an image in the background of the project.
I featured a tiler tool for tiling, a paint sprayer for a chipped fence and a saw for a demo project. The glove concept made sure all ages, genders and ethnicities were included.
Social ads
With messaging, the KPIs were enhanced so the glove concept was made clear: the user could use the app, rent tools and search. The highlighted project for the DIYer was noted in the eyebrow or main copy.
Animated & Static Banners
Supplementally the tool showcase direction saw some traction in evergreen campaign tactics. These were simplified banners and billboards with the intention of making the tool look particularly attractive.
