LiftMaster included a full page media buy in Garage Door News and International Door and Operator magazine. Both are trade publications for the commercial door industry. The goal was to create a visually impactful ad that supported the key message that you can "Take care of business with our complete safety solution."
Upshot Agency
2016
This ad was an evolution which took four iterations to get it perfect (shown here in reverse order).
The first version I did focused on human aspect of the worker, (see bottom image) his greasy hands show the labor of his work and that he deserves a system that works as hard as he does to protect him. While this seemed very on point for a garage, these systems are used in many firehouses and other businesses too.
In the second version, I wanted to focus on the fact that these systems work hard to protect you even though you can't see them working. Specifically one of their main components called a light curtain crosses the doorway with beams to signal when anything crosses the doorway. In this one I use safety glasses to give you a look at how the technology works.
While they liked the second version, LiftMaster wanted it to somehow depict the whole system and all of the components together, so I created a walk around depiction. They also have a sponsorship with NASCAR's #5 Kasey Kahne, so I brought in the front of his car to tie together the strengths of teamwork, components work together like a great racing team.
The third version got a lot closer to what they wanted, but it needed to show how it all worked together. The final version I made became a modern design where each of the components show a two way communication between each of them and the door operator. I highlighted them using these beautiful geometric shapes that have three levels of opacity to separate each one.
The client loved how beautiful, effective and modern this ad is, while also highlighting their sponsorship
Indesign, Photoshop