Print/ Digital Ad Campaign
New Balance Concept Ad Campaign
This is a personal project I completed in collaboration with creative director Angel Villafranca, and fellow photographer and designer Valentyn Levko. First, Angel presented us with a project brief for an conceptual advertising campaign for New Balance sneakers. Her idea was to showcase the shoes in everyday situations, to highlight their versatility and comfortability, while showcasing their timeless, at times understated style.
Process Work
Valentyn and I then went on to plan the photoshoot, creating a shot list, call sheet and a prop list. Valentyn booked the models for our shoot, and on the day of me and Valentyn took turns photographing our models and assisting each other with setup and lighting. (Include behind the scenes picture or quick clips?). After the photoshoot we went on to review the images, do some basic edits and put together a call sheet of our best images. Once Angel selected the 9 images she felt best fit her concept, we went on to do final edits and sent the completed photos to her.
From this point on me and Valentyn worked separately from Angel to develop our own advertising campaign, including magazine, billboard, and web banner ads. We stayed in-line with Angel’s basic concept, but decided we wanted to showcase the simplicity, reliability, and everyday use of the shoes by creating clean, consistent messaging, a call to action in the form of our #nbmoment, and a clear focus on the product. We tweaked one of Angel’s tagline ideas to be a bit more concise, going from “Comfort That Fits Every Moment”, to “Comfort for Every Moment”.
I had the idea to take the fluid line details that many New Balance shoes feature and turn them into vectors that could be added to our Ads, creating a visual through line, using a light blue accent colour to communicate the reliability and understated style of the shoes.
Valentyn was tasked with designing the billboard advertisement, while I designe the Magazine and web banner advertisements. For consistency, across all ads, Valentyn did all the final edits on the final photos, and I created all of the blue vector shapes in Illustrator.
Explanation
Explanation
TRI-FOLD BROCHURE
Riverwood Conservatory
Explanation about the personal project
Process Work
I began by researching the Riverwood Conservancy and determining the information that Mississauga residents who may have never heard of it before might want to know. I then did some rough sketches to work out the content of each panel, and the best placement of information and images.
FASHION BOOKLET
Conceptual Magazine for JENNY BIRD
Explanation of the project.
Process Work
Explanation of process work.