It All Begins HereLightWELD Poster: The Jay Leno's Garage Story
IPG had a genuinely compelling story to tell: a car rebuilt using LightWELD, IPG's laser welder, that ended up in Jay Leno's garage. The task was to turn that story into a single poster one that could carry both the credibility of a real, high-profile result and the visual excitement of the car itself, without getting lost in technical product messaging.
As sole designer, I took the poster from concept through execution, leaning into a bold, editorial, automotive-photography-driven approach. Letting the car and its association with Jay Leno's garage be the visual hero was the priority, using LightWELD's role as the proof point behind the build rather than the headline. The goal was a poster that would stop people at a trade show or in an ad the way the car itself would.
The poster turned a strong real-world result into a striking, story-driven piece of marketing using a recognizable, high-profile car build to make the case for LightWELD in a way spec sheets alone couldn't.