Design Challenge
Create a cohesive product advertising campaign featuring paintings by a notable artist. Using Adobe Photoshop, seamlessly incorporate the product photographs into the original paintings. After creating three advertisements, create expansions of the ad campaign.
Create a cohesive product advertising campaign featuring paintings by a notable artist. Using Adobe Photoshop, seamlessly incorporate the product photographs into the original paintings. After creating three advertisements, create expansions of the ad campaign.
Design Solution
For this project, I chose to create an ad campaign for Totes umbrellas featuring paintings by artist Duy Huynh. Huynh’s whimsical style and exploration of symbols and metaphors proved to be the perfect pairing with the Totes brand, a company who promises “next level experiences that exceed expectations.”
For this project, I chose to create an ad campaign for Totes umbrellas featuring paintings by artist Duy Huynh. Huynh’s whimsical style and exploration of symbols and metaphors proved to be the perfect pairing with the Totes brand, a company who promises “next level experiences that exceed expectations.”
My original ad campaign included three advertisements featuring composites of four photographs of Totes umbrellas and three of Duy Huynh’s paintings: Greater Together, No More Clouded Hearts, and Gravitea for Two. I created three related taglines for my campaign and then expanded the campaign to include other applications.
Design Process
First I explored many artists and determined that the paintings of Duy Huynh paired perfectly with my chosen brand, Totes. I then selected three paintings and four different high-resolution product (umbrella) photographs. I brought the umbrella photographs into the original paintings using Adobe Photoshop tools (including layer and adjustment masks, blending modes, smart filters, transform tools, and retouching tools) and created three new compositions, fully incorporating the product photographs into the paintings. My objective was to transform each product photo to make it look like it was part of the original painting.
First I explored many artists and determined that the paintings of Duy Huynh paired perfectly with my chosen brand, Totes. I then selected three paintings and four different high-resolution product (umbrella) photographs. I brought the umbrella photographs into the original paintings using Adobe Photoshop tools (including layer and adjustment masks, blending modes, smart filters, transform tools, and retouching tools) and created three new compositions, fully incorporating the product photographs into the paintings. My objective was to transform each product photo to make it look like it was part of the original painting.
After finishing the new compositions, I explored tagline options for my advertising campaign. I wanted my taglines to reflect both the Totes brand and the artist’s work and style. I decided that I wanted each of the three ads to have a different tagline with one tagline being primary for the ad campaign. I then extensively explored typeface options and chose Ed’s Market, a typeface family by Laura Worthington. I worked with typography and layout to create the final ad compositions and the five additional expansions. I limited my color palette to black, white, and tan (RGB 156 142 98; CMYK 39 37 69 7) to achieve a high level of contrast and to not compete with the colorful artwork.
