2021 Cadillac Escalade Halloween Billboard
The Jim Ellis Automotive Group asked for a Halloween themed billboard, starting with nothing but the isolated 2021 Escalade, the Cadillac logo, and a URL as the CTA.
This concept uses typography established in the Cadillac Style Guide. I came up with a headline plays off the modern slang use of the word "spooky" to convey a sense of awe for something that is impressive without a full understanding of how it was accomplished.
For a more fun concept, this layout uses a more whimsical font that is common for Halloween typography. Working backwards with the phrase, "Trick or Treat" I decided to characterize the Escalade as An Awesome Treat and to refer to the new 2021 model features and accessories as Tricks. Using the two words together along with the pumpkin imagery screams "Happy Halloween!"
THE COMPOSITE ELEMENTS
I searched Shutterstock for images to use for a composite background. I found an attractive low-angle roadway image but the overall tone was too dark and scary for a widely appealing Halloween concept. I decided that including pumpkins would thematically convey the right feeling. It also added a splash of color that could be sampled in other areas of the layout. The "blue moon" background provided a nice color contrast to the pumpkins and also lightened the overall tone. I'd also play with the flying bats in this design.
