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.
Here are a few examples of the award-winning work I did for the FX Network. The spots for “Bobcat's Big Ass Show” won the prestigious Gold Award at the New York Festivals.