ITG Recruitment Ad

2000 Two-color recruitment advertisement targeting young programmers for Merrill Lynch's Intelligent Technologies Group. Worked directly with CEO on concept development, designed layout, wrote copy, and created illustration.

Conducted A/B testing with staff engineers and MIT graduates to select final concept. "Rocket Girl" was approved after "Skateboard Girl" was deemed insufficiently dynamic for the campaign message.

recruitment ad for Merrill Lynch ITG
As published in Boston Globe, Boston Software News, C++ Users Journal, and various trade publications

2021 Digital Restoration

Two decades later, I recreated these illustrations for modern high-resolution displays. The original digital files required extensive reformatting, ultimately leading to complete redrawing of both concepts.

original ad with new Rocketgirl art
Rocketgirl 2021 Published version recreated with modern digital techniques. The rocket design references a flying Vespa scooter aesthetic. View original art (9 x 7 inches).
original ad with new Skateboard Programmer art
Skateboard Programmer 2021 "Director's cut" based on the original rejected concept. Features period-accurate details including Swissgear computer bag, spare batteries, and optical drive taped under the skateboard. View original art (5 x 4.5 inches).

Campaign Results

The advertisement generated significant response, producing numerous qualified resumes and resulting in one successful hire for the 40-person team.

Easter egg: The background features modified C++ code with a hidden message: "\*\* If you're squinting to read this, we want to hear from you \*\*"

Original Concept Development

Two initial concepts were developed and tested with the target audience:

Thumbnail sketches
Skatebaord Programmer, proposed idea for the ITG recruitment ad
Skateboard Programmer Initial concept rejected for not conveying enough energy
Rocketgirl, the accepted idea for the ITG recruitment ad
Rocket Girl Final approved concept, emphasizing speed and innovation