Conceptual Advertising campaigns
As part of a continuing education program in advertising at the School of Visual Arts, taught by Neil Raphan and Rich Pels, I developed campaign concepts from initial idea through execution. The work featured here includes a campaign for Beyond Meat’s Beyond Burger and an anti-fur campaign created for the World Wildlife Fund (WWF).
Beyond Meat campaign
For the Beyond Burger campaign, I used humorous Photoshop compositions and clever puns to create ads that are simple, unexpected, and easy to understand at a glance. The typography was intentionally kept minimal, allowing the visual joke and headline to do the work without competing elements. A grainy texture was layered into the imagery to give the campaign a slightly nostalgic feel, drawing on the look and character of retro advertising.
World wildlife fund campaign
For the WWF campaign, I created a series of humorous yet unsettling ads highlighting the realities of the fur trade. Animals are digitally manipulated into clothing paired with minimal and punchy copy. The contrast is intended to make the viewer stop, look twice, and consider the true cost of fur.
