Antares Capital Ads (2005)

Overview

Antares Capital was a leading middle-market lender for private equity backed transactions across a wide variety of industries. They offered a one-stop source for a comprehensive range of lending solutions. In short, these guys were the money men.

Private Equity is viewed as a glamorous business. Lots of money. Fancy things. Antares wanted to stand out in the crowd. This ad series ran in financial trade pubs and showed Antares as being down to earth, self-deprecating guys who go the distance to close the deal. It's their directors in the reality of day to day life. These full spread ads in otherwise text heavy pubs got noticed by the trade...and by GE Capital (who later purchased Antares).

What I Did

Partnered with a Creative Director to create the concept for this campaign. Designed the look of the ads, chose the photographer and worked with him to capture these images. Collaborated with a writer to develop copy. Guided a designer producing the series of ads for final print production. 

Agency: The Monogram Group     Role: Senior Art Director