I got a brief a while back to do a couple ads for my friend Spencer Lokken of Style Matters, his event dee jay company. The idea was to help define his brand as the singular go-to in terms of unconventional wedding dee jays.
The ads are full page, back inside cover of a glossy Chicago bridal mag. Heady stuff. Our greatest goal was to set the tone of the ad in the complete opposite direction of typical wedding dee jay ads. Have you picked up one of these magazines lately? Let’s just say a lot of the advertising is….not good.
With a view toward giving the impression of refined, if enigmatic, exclusivity, the tagline “Tell only your closest friends” was decided upon early. I wanted to push the unconventional program, and perhaps a bit too much (read as: way, way too much).
Spencer talked me off that ledge (thank you!) and threw out the idea of using pictures of his grandparents and go for something very simple. We ended up with something far more sentimental and powerful, and oh yeah – bridal glossy appropriate.
