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There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.
BODY OF EVIDENCE
In an industry of formulaic movie trailers, I was pressed to create something different. In Madonna's debut performance as a femme fatale in MGM's Body Of Evidence, I created a unique spilt-screen trailer with two separate visual plot lines that would ultimately intersect, culminating in a powerful ending . Although tame by today's standards., the approach, at the time, was unprecedented.
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