Patrick Ding
March Madness
As a basketball fan, I loved getting the chance to work on the March Madness campaign for Kia. I worked with a copywriter to craft the simple message that could work for both vehicle sales and service.
I chose a dynamic stock image of a slam dunk to coincide with the messaging. The expression on the man’s face and angle of the image stuck out to me and captured the effect that a slam dunk has on a competitive basketball game. I put the man in front of the red stripe but behind the text to add depth to the image.
Converting the image to fit in a direct mail version was a challenge. I didn’t want to crop out any of the slam dunk, but the message could get lost under the Kia stripe at the bottom of the mail piece. It took some rearranging of the red stripe and text so that the overall image could fit within the direct mail space.