Modernista! Unveils Print for Roxio

BOSTON Modernista! has unveiled new print work for software provider Roxio. The work showcases the ways consumers can protect their favorite songs and images by using Roxio products.

One ad shows a proud father holding up the DVD he’s just burned of his daughter’s “Sunflower Recital.” The girl is shown on stage in a bright yellow sunflower costume with the headline, “Twenty years from now, today will feel like yesterday.”

Ads from the Boston agency target men 25-44 and are running in ESPN: The Magazine and elsewhere. Another execution touts a sweepstakes in which a top prize is a trip to the sporting event of the winner’s choice.

The campaign’s overarching theme is “Save the day.”

The client spends about $10 million annually on ads, per CMR, and the new work specifically touts Roxio’s Easy CD & DVD Creator 6 product suite. Copy was crafted by Lance Jensen and Kevin Tenglin; art direction was handled by Gary Koepke and Michael Langone. Jensen and Koepke also served as CDs on the campaign.