Case Study: Black Flag — Roach Motel: “Roaches Check In… But They Don’t Check Out”

Role: Designer/ Writer

Project Type: Consumer Product Advertising Goal: Use humor and crime scene storytelling to highlight the effectiveness of Roach Motel in a way that’s bold, memorable, and visually striking.

Advertising Goal: Create a trustworthy, modern visual that positions NYMT as a reliable partner for homebuyers and real estate professionals.

Project Overview This conceptual ad reframes pest control as a crime scene investigation. By pairing a chalk outline of a roach with a bold headline, the design communicates the effectiveness of Roach Motel through humor and visual storytelling. The goal was to create a piece that stands out from typical household product advertising.

Problem Pest control ads often rely on fear, disgust, or technical claims. The challenge was to create a message that feels entertaining and clever while still clearly communicating product effectiveness — without resorting to graphic imagery.

Solution I used a dark, dramatic background to set a crime scene tone. The chalk outline of a roach and evidence marker create a humorous “investigation” moment. The headline — “People who don’t want roaches in their home are helping them move in.” — reframes the problem with irony. The Roach Motel box and Black Flag branding anchor the message with product clarity.

Before / After • Shifted from fear based messaging to humorous crime scene storytelling • Used chalk outline and evidence marker to create a memorable visual hook • Balanced humor with clear product positioning • Simplified layout to keep focus on the headline and product box • Reinforced brand identity through tone, color, and composition

Process I explored crime scene visual cues — chalk outlines, evidence markers, dark lighting — to create a playful but recognizable theme. The headline was crafted to deliver irony while still addressing the core problem. The final layout balances humor with product clarity, ensuring the concept feels clever without becoming too graphic.

Tools Photoshop Illustrator

Outcome The final ad delivers a humorous, high impact message that stands out from traditional pest control advertising. By blending crime scene storytelling with product truth, the design becomes both memorable and strategically effective — a strong addition to your microsite’s consumer product section.