It’s a challenge to freshen up an ad in a popular out of home category like real estate.  Durden Outdoor Creative Director Bill Durden found an economical solution for Tom West Realty.   We talked with Bill.

Bill, who came up with the idea for the lights?

The lighting concept derived from in an in-house creative meeting when discussing the contract renewal.  The client wanted us to “OUT DO” their 2022 campaign :). We did NOT want to use the idea of a default beautiful home photo like real estate brokerage’s use in most ads.  Instead, we suggested using photos of a homebuyer after the sale relaxing in their new home.  In the final approved photo that was used our in-house graphic artist actually rebuilt this photo replacing the entire backdrop with a picket fence and shrubbery.  Outdoor Patio string lights are so popular in people’s backyards these days plus they are easy to install and cheap!!!  Southeast Alabama is a small market with small budgets so we have to get really creative when doing an out of the box idea.  So we bought a 45′ set of lights from our local BIG BOX hardware store.  Then we designed (2) one dimensional timbers one each end of the board and made them extensions.  In person these timbers appear to be 3D.