my role Designer, Artist; Ideated Brand style and copy for digital deliverables and printed collateral

more info This was a personal project I created as an attempt to try working on a campaign entirely by myself. This project started as a drawing of a sandwich I did on my iPad on a program called Procreate. I wanted to find a way to integrate design and art together. I took the drawing and developed a mock campaign where Procreate partners with Feeding America.

I originally envisioned someone driving home from work hungry, seeing this ad and thinking it was advertising a food place, but it wasn’t. Instead, it was an ad for an art app, Procreate, to show someone how convincing and realistic a drawing could be on there.

I find myself drawn to ads that have literal language, especially ones that speak directly to you. An inspiration for me was the Oatly Milk ads, and I wanted to emulate that style. Months later I would find myself staring at ads for Pinterest in NY Penn Station, another inspiring moment.

One of the challenges here was thinking about how I make it obvious that this was in fact a drawing. I had an opportunity to show it to experienced designers and in doing so I received amazing feedback that helped me reach the finish line. The “aha” moment for me was when I started playing around with lines and realized what an integral part they could play in this project. I used them to split the art in half but then realized that I could also use lines as a branding component throughout the project.