Concept
This concept unifies Loewe’s creative and slightly unorthodox tone with On’s energetic yet minimalist look to engage both their current buyers and aspiring youth customers.
Image Choice
I chose this image because it’s dynamic, creative, and shows movement, it has unisex appeal, and the ability to showcase variety within the collection.
Image Treatment
Added a thick border to hold the text, then cut out the subjects so they extend beyond it, breaking the fourth wall to heighten the visual impact.
Layout
The layout is imagery-focused to show the clothes clearly and draw the viewer’s eye.
Typography
The type treatment accentuate the movement in the photo using motion blur to lead the viewer to the Loewe & On names on the left.
Concept
The goal is to promote the legendary history of Patagonia through the promotion of the Retro-X Fleece using effective storytelling and strategic hierarchy.
Old Photo
I picked an old photo of a climber wearing the original Patagonia fleece from the 70s in harsh snow conditions to reinforce the heritage and capabilities of the product.
Arm
The photo is being held by a winter-gloved hand with the arm wearing the Patagonia fleece’s showing its distinct color, texture, and colored ring closure that people will recognize.
Setting
The background image is from the POV of some one who has already summited a mountain and is looking across the valley to mountain peaks sitting at eye level insinuating the fleece wearer’s summited position.
Strategic Hierarchy
Concept
This concept aims at displaying both fashion and function in an extreme manner. Extremely forward looks and an extreme amount of tech specs that give the impression that Nothing stands at the forefront of both aesthetics and engineering.
Image Choice
A beautiful human with eyes looking toward the viewer draws massive attention.
Typography
Text follows the flow lines of the image, furthermore color and size is used to complement the image and create a clear hierarchy.
Concept
This concept is about displaying the product and grabbing attention.
Image Choice
Use of faces and eyes to draw the attention of the viewer.
Layout
Symmetry is used to balance the design and draw the eye to the center where the product & info lies. The text is placed and sized to flow with the imagery allowing for fast understanding of the ad.