Create a series of trade advertisements for Sony Pictures Studios that positioned them as a friendly, more approachable solution for film and television producers.
Olive created several approaches that conveyed more personality than past advertisements in order to create a more personable approach. Copy driven ads such as "Don't be so 818" portrayed a hip attitude and irreverent sense of humor not typically found in studio ads. Various ads were developed for different audiences to focus on decision makers that looked at facts, familiarity and personality.
The advertisements were a great success for Sony Pictures Studios by increasing sales for 2003 as well as expanding the messages and audience.
