Motor Coach Industries
“Out in Front” Ad
This is the latest corporate ad from MCI showcasing their flagship J4500 coach. The idea was to show the coach in a dynamic setting with movement—forward movement—keeping in line with their philosophy of being reliability-driven and leading the industry in coach sales and customer satisfaction. The arch shape follows the curve of their silver logo that is placed on the front of all their coaches and adds distinction and recognition to the ad.
“Discover the Beauty Within” Ad
This ad features the debut of the new MCI J4500 motorcoach touting features never before seen in a luxury motorcoach. Besides the numerous engineering and mechanical improvements, the more obvious upgrade is the addition of custom RGB lighting throughout the interior. It comes with standard Red, Blue, Green, Yellow, Magenta, Cyan, and White, but you can also program the lighting to match your corporate or team colors. We had the coach photographed at night to show off this feature.
Commuter Coach Ad
J4500 Coach Ad
These ads were done with a series look highlighting the coach by putting them on a neutral gray illustrative background. The backgrounds showcase the coaches and place them in an urban environment where they are most utilized. This look was a departure from anything MCI had done before and was unique in the industry. It therefore made them standout in the marketplace.
Setra S 407 Ad
This ad for the luxury line of Setra coaches features their smaller coach, the ComfortClass S 407CC model. This ad was designed to compliment the ad for their premier coach, the S 417 TopClass. We used a similar coach angle and added motion to heighten the feeling of movement and providing a suitable backdrop for the text to be easily read.
Corporate Ad Series
Playing off the success and look of the “Bells & Whistles” ad, we were given the task of creating a series of ads starting with the corporate 2010 ad that once again highlighted the solid reputation of MCI coaches. We the carried that series look onto ads for the various divisions and services of Motor Coach Industries. Shown here are a few including: Hybrid, Service, Parts, Finance, Webinars, and Pre-Owned coaches.
Pro Support Ad
This ad is targeted at coach line operators and takes a light-hearted approach to the serious topic of performance and reliability. Running a line-haul company can be very time consuming and stressful. We point out in this ad that not only do they deserve a break, but they can afford to take one if their fleet is made up of dependable MCI coaches.
“2000 Reasons” & MCI ONE Ad
These ads were done with a series look because they were going in the same publication and we wanted to leverage the unified look. The first ad showcases the longevity, durability, and popularity of the MCI J4500 coach, the best selling coach in North America. We were announcing the milestone of the 2,000th coach to be manufactured. The second ad was introducing MCI ONE, a team-oriented approach to customer service designed to raise the level of service and reduce response time in emergencies.
“Higher Radiators” & “Quality” Ad
These ads are aimed at the commuter coach operators. The first ad reveals MCI’s strategy of placing their radiators high up so dirt, dust, and debris will not be as much of a problem as on most coaches. The second ad explains the advantages of buying a quality product that may cost more initially, but pay huge dividends down the road in reduced maintenance, longer life, and greater passenger satisfaction.
Crescent Cardboard Company
Conservation Specialties Ad
Crescent Cardboard is one of the leading manufacturers of quality matboard. This ad was designed to be the first in a series showcasing new matboard and showing examples of its use amidst natural settings to spark users imagination and creativity. This ad is actually a montage of 7 different photos which were retouched and assembled in Photoshop. The client received a very favorable response from its intended market. We executed extensive digital retouching and color correction to achieve the final results.
Cooper Kids Series Ad
This ad promoted the popular “Cooper Kids” series by Frank Peretti, one of the most successful Christian authors with book sales in the multi-millions. We wanted to capture the “Indiana Jones” feel that the series imitated. We actually had live mice running around at the photo shoot, but the client ended up opting for the fake spider shot. Oh well. This ad won first place in its category as judged by the Christian publishing industry.