Project Goals

In an industry where most advertising is dry and forgettable, the goal was simple: stand out, grab attention, and ultimately convert interest into sales. This is meant to be something fresh but still relatable for a facilities management audience.

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Solution

The facilities management industry is still young in the marketing world when it comes to pushing the creative envelope. While I didn’t want to go over the top or alienate the hardworking, no-nonsense folks in this industry, I did want to make them smile and stop scrolling.

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The concept came from a simple insight: both facilities managers and technicians rely on tools to get the job done. If they don’t have the right ones, nothing runs smoothly. Ecotrak is that essential tool. So, I leaned into the absurdity of using the wrong tools to highlight just how crucial the right ones are.

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With my background in improv comedy, I love using humor. I created a series of visuals featuring outdated or impractical tools: a typewriter for writing reports, a vintage camera for documenting issues, and crayons to sketch a kitchen layout. These visuals reflected everyday tasks our audience performs but with a twist.

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Since the company is small and resources were tight, I used AI to generate the images. I crafted detailed prompts to get the base visuals, then refined them through editing to match the aesthetic we needed.

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The campaign is meant for magazine ads, social media, and Google Ads.

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My Responsibilities

With a lean team, I wore all the hats. I developed the concept, wrote the copy, created and refined the visuals, and made sure the entire creative direction stayed cohesive from start to finish.