Amethyst Bay wanted a full page magazine ad and an animated gif ad.

Amethyst Bay is an all-inclusive, beachfront resort, spa, and casino in the US Virgin Islands. Their target customer is budget conscious middle-class couples in the US.

I felt it was important to communicate their offering visually and viscerally with the minimum text required for conversion. They had a tight timeframe before their high season, necessitating stock photography. I selected and licensed stock with appropriate usage terms. The client anticipated the magazine ad would target women, so I focused on indulgence and relaxation, with the spa offering dominant. The animated gif, expected to target men, focuses on price, simple booking, drinks and gambling.