Even when used for advertising support, there needs to be something that is truly ingratiating about what's being said to make them work. It's just not possible for comical drawings to create the magic all by their lonesome. So when funnies aren't funny, readers are disappointed.
The problem is that they look so easy to do (All those comics in the paper every day must not be much to doing one of those). On the contrary, writing a custom comic for limited use is a bit different than dealing with the same subject and existing characters daily. To begin, all the creative must be developed from scratch. It then requires the equivalent of writing a great ad headline for all speaking parts in each frame. Every word is precious in that it must be quick, clear and funny whenever possible in addition to providing unmistakeable support for the drawings.
Moral of this story: To get a good grin, the writing must be gotten right .
A fold-out greeting card comic strip can be very ticklish.
Once the stigma of putting a sled on top of MCI's logo was put to rest, we were off and funnin'. The panel breaks go like this: (1) Panel one is the cover. (2) A fold-out revealing deer hanging from Santa's reins is panel two. (3) The signature themeline is presented on panel three.
Writing, co-creative direction, art direction, illustration and design *