The Beverly is Boston's first income-restricted luxury apartment building. They needed to rent out their higher income required units so the strategy for this ad campaign was to hit those high income youngsters that want to live right in the city and not out in the seaport.

My team created this this concept that was tied to the idea of exploring the "Wild West End", just like the pioneers of old. Young whipper snapeprs forging into uncharted territory and making it their own. I really liked this idea and ran with the copy and art direction myself. Ultimately, the client didn't like the name West End and its unsavory history as part of Boston, but I enjoyed making these ads.