In this university project, I wanted follow through with my motto ('to combine illustration with advertising') before I even knew it was my motto.
To explain, here is how this came to be. Illustration was always my main passion, however with how I previously have a degree in it, I did not want to follow through with the main stream of illustration when I could explore more of the graphic design, advertising and interactive aspects of my university's curriculum (heads up, interactive was a pain in my damn ass so that didn't last long). This was the project that showed me that I do actually have a knack for advertising design and that I could indeed still do what I was passionate about while also evolving to suit the modern world (AKA get a damn job).
Because while illustration is a beautiful craft, it's like fine art, a luxury, not a necessity of the people. It only is a step or two up from fine art, while graphic design has infiltrated into EVERY facet of life: advertising, editorial, posters, pamphlets, packaging, book layouts, social media... I can go on, but the point is: it's everywhere.
To backtrack, up to this point, I didn't know exactly what I wanted to do. Maybe design book and album covers, maybe freelance. I had no clue. But the moment my prof, a wonderfully talented designer and creative director previously in New York City for a prestigious ad agency, took me to the side and told me she can honestly see my work in the "real world", I found my calling. And honestly, when you know, you just know.
Now, the ad campaign could use a bit of tweaking here and there, but I wanted to show you guys the raw work because it it dear to me as the piece that I will proudly show and say "This is how I found advertising. This is how I found my calling." What I wanted to accomplish for the campaign is a simple tagline "SLAY THE NORM", while showing a company that pretty much sets out to accomplish just that with their clothing line. "Slay the boring clothing and come to the dark side", is kinda what I wanted to convey in not so many words. It was October and I wanted to capitalize on the season to give a suiting campaign, using horror themes and dark imagery completely saturated in an alarming red light.
Making these ads, I really didn't need much, the last two, I actually had them enveloped in a red light which was just a shitty lamp with a thin, red shirt over it and I just upped the saturation in Affinity. Unfortunately with the top one being outside, I just had to "shop" that red in. The props were all cheap ones from the Dollar Store and a shovel I borrowed. All clothing was owned by myself and the models already and we just winged it, based off my storyboard of ideas until we got the money shots. So honestly, with a proper vision of what you want, you could make ads out of "cheap shit" and a proper camera.
For those of you that made it this far, thank you and here's a little reward. This is the gif that went with my campaign which I animated myself in Procreate.
Keep hydrated, don't be a cunt, compliment someone and have a wonderful day!
