The very clever people at Rothco, had come up with this great campaign idea for their client AIB but were struggling to crack the layout. A solution was needed to establish a unique look to the campaign, compliment the idea and work across multiple executions… that’s when I got the call. And this was the solution. The slide with the cowboy is the initial layout, the second is the finished ad and the third is the treatment for a specific offering. Finally, we had to develop a style guide to show how it worked across all of the many, many executions that such a large campaign would use.