Foxtail Drive-In · Paid media

The summer season

Subject
An invented drive-in cinema on Route 9 outside Hudson, New York, selling its summer season across display and paid social
System
Cream canvas, one electric blue, a compressed poster voice for announcements, a didone for the program, one illustrated car with a foxtail on the antenna
Constraint
The $45 season pass ends on opening night, June 12, so every unit, whatever its size, ladders to that date

The system

Cream, the canvas

Voltage, the only voice

Ash, the hairlines

Tint, the car alone

The season

The program

The labels and the dates

One outlined pill on every unit. The outline is the button; it fills only once, on the last call.

The schedule

May 1 May 8 May 15 May 22 May 29 June 5 June 12 Announce Program Convert

Six weeks of media, three overlapping waves, all of it over the night the passes stop existing.

Stage 01

Announce

Placement Billboard
Open this unit

The season announcement at the top of the county news page: the poster voice, the date, and the car headed for the field.

Placement Medium rectangle
Open this unit

The workhorse rectangle. When the poster voice will not fit, the program voice carries the same idea.

Placement Paid social, feed
Open this unit

The whole poster in one square: the announcement, the date, the address, and the car in the middle of it.

Stage 02

Program

Placement Half page
Open this unit

The tallest unit on the page gets the program: four months, four bills, set in the inverted blue that the rest of the plan saves for the end.

Stage 03

Convert

Placement Skyscraper
Open this unit

The rail unit holds the deadline all the way down an article.

Placement Paid social, story
Open this unit

The last call runs full screen the week before opening night, and the only filled pill of the campaign sits at the bottom of it.

Placement Leaderboard, two versions
Open the price version Open the date version

Version A, the price

Version B, the date

The retargeting line for everyone who saw the season and kept scrolling, shipped as a pair: one version leads with the price, one with the deadline.

Spec work by Ryan Allen | all demo concepts