Business Life magazine advertisement — a visual interpretation of the idea of businesses being overlooked within a crowded marketplace. The final artwork appeared in the July/August 2016 issue, distributed across 4.4 million copies.
ROLE
Art Direction · Graphic Design · Digital Adaptation
Art Direction · Graphic Design · Digital Adaptation
SCOPE
Print advertising · Digital advertising
Print advertising · Digital advertising
THE CONCEPT
The brief was to communicate MBJ LONDON's proposition to small and medium-sized businesses through a campaign built around a Louise Hay quote: "Somewhere someone is looking for exactly what you have to offer."
I visualised the idea through the London skyline, turning the quote's lines into skyscrapers — some visible, others partially hidden — representing the smaller businesses that can easily disappear among the city's larger names.
Digital banner adaptation — translating the same visual idea into a constrained format without losing its central concept.
I adapted the concept for the much narrower digital format, retaining the visual relationship between the hidden businesses and the London skyline while simplifying the composition for the smaller canvas.
