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Beats Print Campaign
In an Elements of Creative Advertising class, we were tasked with creating an ad campaign for a consumer product targeting a specific audience of neurodivergent college athletes. I worked with Kaylee Brown and Teagan Winn. We chose to market Beats headphones and created a billboard, transit, and magazine ad to go along with this campaign.
Project Steps
Research
Our research showed that a main struggle for our audience was overstimulation in athletic environments. Going from a small high school arena to a large college stadium is difficult and the overstimulation can cause poor performance in neurodivergent athletes. Headphones are often used as a way to resolve this issue, specifically noise-cancelling headphones. We chose our product and campaign direction off of these findings.
We chose to use the big idea of Choose Your Own Environment.
Sketches
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Rough Drafts
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Final Ads
Our final ads are pictured below in order of billboard, transit, and magazine. Each is tied together with creative aspects such as the blue soundwaves and similar copy to create cohesiveness within the campaign. We chose to highlight the headphones for the most part to create a product-centered ad series.
Reflection
With this project, I gained significant skills in Adobe programs such as Photoshop, Lightroom, and InDesign. Through experimentation and collaboration, I learned how to navigate each of these and use features previously unknown to me. It also gave me experience in creating an ad that is interactive with the environment.