The goal of “The Retractable Printer” advertising campaign is to introduce a completely new product to the “tech-savvy” world. The Retractable Printer can print large, small, and all sizes inbetween by expanding and retracting. My creative partner and I decided the best strategy was to focus on the space saving feature of the printer and achieved the goal with this enticing and humorous campaign. This printer is in your face, but not your space.
Working with a partner, Laura Trusila, we managed to concept, develop, and produce an entertaining and humorous commercial for Lexmak's concept printer.
