Art direction + copywriting
After years of technology-focused advertising with a cold, stark look, both ReplayTV and BestBuy were enthusiastic about this friendly, benefit-driven direction. The ad first ran in the Minnesota Twins’ 2003 season program.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/e3956e00511942279935f61d_rw_1200.jpg?h=c004bf48347cba32721583c83187de8c)
This ad coordinated strongly with packaging, POP and marketing collateral, focusing on benefits instead of meaningless features and technical specs.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/325356db3567b1fe5ea4afc9_rw_1200.jpg?h=8b810b962bad3db10e1cff46ca9f8e60)