I was on a streetcar in Toronto when I decided to create this piece. In the seats in front of mine, a little girl and her mother were discussing what they should wear to go see Swan Lake that evening. It was the little girl’s excitement for the night ahead that made me want to write sentimental, fairytale-like copy, and it was the mother’s appreciation of the art's sophistication that inspired the simple typography.
When I picture this ad’s audience, I see people who not only appreciate this particular art form, but who also fully intend to spend money on pricey ballet tickets. They are already familiar with the company and its reputation, and expect quality performances each time they attend a show.
I designed the ad to have the ballerina be the main focus of the audience’s attention, while also making sure the rest of the elements flowed in a natural way. The colour choices, typography, placement of the slightly altered logo, etc. are all things that I feel reflect the elegance and power of the ballet. I wanted the copy to read like a micro-poem – short and effective enough to stir a sense of longing within the audience. I imagine the ad to be placed on streetcars and the on the sides of buildings (which is why I went for a long portrait), and also on Instagram, Twitter and Facebook.
Volkswagen is recognizable the world over, and the brand has enjoyed major advertising success for years. I’ve been a fan of its use of minimal copy ever since I saw the “Think Small” ad in undergrad, which is why I chose to make my own.
I wanted to try something that would catch the attention of young adults who are just about to buy their own first cars, so I used the image of the carefree looking young woman with a brightened VW behind her. Not only do I think the vibrant lime in this ad is enough to grab the audience's attention, but I’m also hoping the short copy I came up with elicits a positive reaction within a younger generation that identifies with millennial buzzwords. I also didn’t want to use overwhelming typography, so I went with a simple sans-serif that resembles the classic one used in old VW ads.
The inspiration for this ad came from Yonge-Dundas Square where Spotify occupies one of the massive billboards. This summer, I found myself looking up at it every time I was in the area, and I wanted to make something that I could envision being up there one day.
Spotify’s ads are usually duotone and faded, but I wanted something alive, something moving, something that got viewers thinking of their first concert and that moment everyone flicked their lighters on and started waving them above their heads – hence the saturated red. Much like Spotify itself, the typography I chose is clean, simple and to the point.
I wrote copy that excites me personally, works well with the image itself and mirrors an actual concert’s aesthetic. Everyone this ad is targeting already uses Spotify or knows about it - they just have to make the switch over from Apple Music.
Daniel Wellington is Daniel Wellington because of the brand's smart choice to employ social media influencers to maximize its online presence. With so many followers and a growing hashtag count, the brand has become a real competitor in the world of timepieces - and it's only been around since 2011.
I wanted this ad to be fun and classy enough to appeal to as many people as possible, but also remain true to its original fan base – the social media mavens/yuppies who live and breathe to maintain an aesthetically appealing social grid.
I wrote copy that I think reflects that energy and desire to make a difference that most young professionals are seeking to fulfil. It's vague enough that "revolution" can be understood to mean whatever the viewer wants it to mean, and that kind of individuality is what most millennials are after. I played around with all the other design elements until I was satisfied with the final vibe - an overall warm, energetic and almost-tangible feel to the ad that makes viewers want to reach into the image and pull the watch out and onto their wrists.
I really enjoy Old Spice commercials, and after watching a few oldies I decided I wanted to make a cologne ad for a brand I didn’t even know made cologne - which is where Tommy comes in. So, I found an image that got me thinking of that lingering scent that washes over you every time you walk into an elevator and started to write copy to both picture and sensation. The bottle's shadow worked really well with what I had in mind for "lingering" and everything else just came together.
I played around with the design elements to make the ad as masculine as possible without it being obnoxious, and I chose to use a serif font that I think is both edgy and assertive. This piece is targeting a male audience with members who have evolved beyond Axe, and are willing to put some effort into choosing a big-boy scent that caters to both their professional and personal lives.
I made several Airbnb ads before deciding on this one, because I didn’t think any of them would make an audience feel anything towards the ever-growing brand. I needed the piece to be obvious in its attempts to inform potential Airbnb guests that the brand’s sole purpose is to make them consumers feel at home no matter where they are in the world – so I chose the image of a person thinking about what her next destination might be. In my opinion, the way the map is angled almost makes it seem like she’s asking the audience where she should go next, and I really like that crowdsourcey feel.
I also decided to soften the image in terms of saturation and contrast, because the softness gives it a more homey, sentimental feel - which is what I think Airbnb does well. I know the brand is about adventure, but it's really also about what happens in doors after the outdoor experience. I can see this ad mostly being used on social media and perhaps on the sides of bus shelters or something.
BEN & JERRY'S
A tub of Ben and Jerry's is almost always sitting in my freezer, so I thought I’d pay my respects to the brand by making an ad for it. It was a lot of fun going through the flavours and trying to create tongue-in-cheek copy. Honestly, it was also quite challenging trying not to go overboard with the fun.
The brand doesn't make a pistachio cinnamon fusion, but I combined the two for the sake of getting creative with the copy. Also, the stock image of the ice creams looks like it has two flavour combined, so it worked to my favour.
I designed the piece to look bright and summery with the pink, and I chose the font type that most resembles the brand’s kooky one. I think everyone I know is familiar with Ben and Jerry’s, so I imagine the audience to be anyone with a sweet tooth who enjoys sinking their teeth into a spoonful of creamy goodness. I think the message is pretty clear and hopefully people will respond with “now I really want ice cream” when they see it. I mostly imagine the ad to be blown up and hung on the side of a building for everyone to see during the warmer months.
I was wearing a dress I bought from H&M when I decided to make an ad for the brand, so the inspiration came from the fact that I'm a regular H&M consumer.
It’s currently summer in Toronto, and the hit song of the season is Despacito by Luis Fonsi, so I decided to go with an image of a model wearing something bright that I could see her dancing to the song in. I amped up some of the elements I thought needed to be emphasized and I changed whatever I thought dulled the image down.
I came up with “The T.O. Type” because I'm a big fan of Toronto and it sounds like a collection that I would personally really enjoy. I’m also watching the new show The Bold Type, so the idea came to me pretty easily and the fact that it’s timely and #relevant is great. I went with an edgy and bold-ish font because I think it complements everything else. The rest of the copy is just what I think works with the image, the city in the background, the colours, etc. The audience this ad is targeting includes younger people who consume fast fashion and who make enough of an income to be able to quickly decide whether or not they want to make a low-cost purchase. These people know about the latest trends, they know what’s playing on Top 40, and they want to stand out in their chic fitting-in (without actually standing out at all, because everyone wears the same thing now - but that is an entirely different critique!)
I've never seen an English ad for Egypt’s airline, so I thought I’d just make one myself. Coming up with this copy was great - it almost felt like I was getting in touch with my roots during the whole design process, which was an unexpected benefit.
The biggest concern for me was being unable to find a livelier image, but I still think the one I ended up using gives the whole ad that old world feel that tourists of all ages naturally come to expect when visiting a country like Egypt. I went with the simple typography that I think demands the attention the brand deserves, and I made sure all the other elements meshed with the piece’s general mood.
The audience I have in mind is one that cares about travelling and exploring places that might be a little risky to visit given the situation in the Middle East right now - so younger people who live nowhere near Egypt right now, mostly. I just want the ad to make them feel like they'd be welcome to stay in the region as long as they'd like - long enough to feel comfortable adopting some of the colloquialisms.