RACE TO MARS ADVERTISING CAMPAIGN | I designed and managed Discovery Channel Canada's total print advertising campaign for the world broadcast of the docudrama, Race To Mars. With no high-resolution imagery available, I strategically sourced, negotiated fees and art directed a freelancer to illustrate a specific, custom selection of images that I mixed and tweaked in Photoshop to design the required ad formats. Independently responsible for all aspects of technical execution, I worked directly with vendors. Formats included outdoor and publication ads, event signage, a media kit, vehicle wraps, and a wildly original, out-of-this-world interior domination stunt where Toronto subway commuters could roam on the surface of Mars and be surrounded by images of a landing craft, hub, rover and life-size astronauts serving as photo-ops. This creative challenge won two Promax Broadcast Design Awards, for overall campaign design and for the vehicle wrap illusion of a spacecraft being shipped inside of a transport truck!
