LINCOLN/MERCURY CRM PRINT BROCHURES
TEAM LEAD, BRAND STEWARD, DIGITAL RETOUCHER, PRODUCTION ARTIST
Team Detroit (Y&R & JWT/The Park), Detroit, MI
For several years, I led Lincoln-Mercury‘s dedicated CRM customized print brochure studio.
Comprised of two Art Directors, a Copywriter, a Retoucher, a Production Artist (myself), and a Traffic Person, this studio was created via a partnership between Y&R and JWT.
Our mission was to build 15 customizable print brochures each quarter—one for each vehicle in the Lincoln and Mercury line ups—totaling 60 brochures per year.
Customers would go online to request the individual vehicle brochures of their choice.
Variable type fields enabled the offers in each brochure to be tailored to the specific recipient.
I also did retouching overflow on this and many other accounts. In this example, a gear shift image was missing an overdrive button. An AE ran to a dealership and sent me a photo of the correct gear shift taken with their cellphone. Using their reference, I retouched our existing image in Photoshop (pre-AI) to make it look real.
Top left: Before
Bottom left: Reference
Right: After