LUSH Halloween Storefront Ad

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LUSH Halloween Storefront Poster

Project Intro:

This poster was designed for the first creative project in ASU's GIT 334 class. The prompt for this project was to create a commercial advertisement piece of our choice for a brand we liked.

I chose LUSH Cosmetics as the brand I am representing with this project. LUSH is a skincare and beauty brand that is known for their all-organic, natural products and sustainable practices. In each LUSH storefront window there is a TV display showing off an advertisement or supporting graphic for the physical products displayed in that window. They usually promote a new product or line of products. I chose to create a TV graphic for their Halloween collection, specifically promoting one of their new bath bombs. The intended audience is anyone that walks past a LUSH storefront and would be lured into the store. My deliverables include a JPG featuring the approximate dimensions of a midsize TV, and a print-ready PDF of an accompanying poster.

Photoshop Techniques Used:

Masking

The cauldron, bath bomb, witch hand, LUSH logo, and bath water were all masked to fit appropriately in the composite. I used the brush tool and refined mask settings to make the perfect mask for each component. I also masked an outer glow layer effect on the bath water.

Adjustment Layers

A curves adjustment was added to the witch hand in order to darken the color scheme and add a subtle green tint. A hue and saturation adjustment was added to the bath water to turn it green with purple highlights. The original colors of this water were purple and blue. An exposure adjustment was added to the cauldron to lower the exposure to match the dark atmosphere of the composite. I also used a curves adjustment layer on the cauldron to lower the red tones and increase the green. I did this by moving the individual color curves of the image.

Blend Modes

A soft light blend mode was added to the LUSH logo to make it look like it was submerged in the bath water, and floating just under the surface. I duplicated that layer and adjusted opacity as the first blend mode was a bit too transparent.

Smart Filters

A liquify filter was applied to the LUSH logo in order to distort the letters into looking like they were swirling and moving in the water. A puppet warp filter was applied to the witch hand to move the fingers into a position that better held the bath bomb. This was my favorite part of the project as it was something new I never tried before.

Effects

An outer glow was added to the supporting text in order to add an ethereal spooky glow. An outer glow was also added to the bath water to make it look like a witch’s brew.

Other Techniques Worth Mentioning

I created my own brush setting in order to paint in the background and foreground mist. That was another cool technique I learned from this project. I also used a soft brush to paint in some shadows on the witch’s fingers in order to make the hand-holding-bath-bomb composite more realistic.