Santa Fe. A modern bar and restaurant that did brisk business on weekends needed to increase the number of clientele during the week. After doing some research I found there was a common misconception that during the weekday Santa fe wasn't as 'accessible' as other bars. I decided to change the style of language that Santa fe communicated in, making it more relaxed, but directly communicating with the mental barrier people had with visiting the bar. I carried out all art direction, copywriting and design - in what was a very successful ATL campaign for the client.