Student Project-Merrell Ad Campaign
Category: Marketing/Branding
Target Audience: Gen Z/Millennials who are concerned with the prominence of social media and influencing.
Background: My goal for this project was to take the realistic art piece that I created and expand it so that it was an advertising campaign to represent the Merrell brand and its values.
Shoe Sketch
Shoe 2
Shoe 1
Billboard Design
Poster Design
Instagram Ad
To start, I had to choose an object to work off of. Given that Merrell is a great brand that I enjoy and appreciate their values, I wanted to go with their shoes that I had. After choosing the object, I traced it in Procreate to reference when bringing it into Illustrator. Within the sketch, it contained the highlights and shadows that were going to give the boot the dimension it needed. I then utilized tools such as the gradient mesh tool and pen tool to complete the piece. From there, I expanded the project by doing research on the brand and discovering their “More Less” campaign.
After researching Merrell clothing and its history, I found that they are focused on creating products that entice people to explore the outdoors. Not only that, but to be versatile enough to be used in everyday life as well. Their campaign “More Less” focuses on defying the contradictory societal norms of “simple aesthetic, complex process” that influencers are now promoting. I created a campaign that is simple, no frills, no confusion. The main product is the shoe and that is what I chose to highlight. In the end, I was doing more with less.
SOFTWARE: Illustrator