Art Direction
Four-Forty-Four
FOUR FORTY FOUR consisted on directing four different pitches for four different brands in four different industries. This project was assigned as an Art Direction complete experience, where we were not only in charge of coming up with the concepts, big ideas and overall direction of the work, but we also had to be the owners of every element of content we used. Every image (including mockups) is taken by me or has been guided by my personal art direction. The only things that were preexisting in this project were the brand logos and the fonts I used.
You can see the four projects and their explanations below:
Vice Golf: Vice is for…
Industry: Sports
Product: Vice golf balls
"We founded Vice on the belief that quality golf balls should be available at a more affordable price point." Vice makes affordable, quality golf equipment for those who love to play the game but don't want to spend tour-level money. Vice is bold, young and bright. They use colors that brands like Titleist, Callaway and others don't. They focus on the golf players that are in the game just to have fun, better themselves and connect with others.
Target Audience: Anyone who enjoys golf, especially younger players (<40).
Big Idea: Vice is for those who don’t take themselves too seriously.
Vice is a more affordable option for any kind of golfer. But they especially focus on those who want to play the game just because they're trying to have a good time.
Model: Nick Loy.
Goodreads: Poetry
Industry: Books/Publishing
Product: Poetry books
Goodreads is a platform for readers to track the books that they want to read, are currently reading or want to read. It encourages people to be a part of their reading challenge every year, where the reader sets their own goal. This campaign could encourage readers to extend their preferred genres into poetry, since it's a classic genre that has been pushed to the side throughout the years.
Target Audience: Goodread’s users, readers and anyone interested in poetry.
Big Idea: Only 11.7% Americans read poetry at least once a year (2018) –U.S. Census.
Although poetry is one of the classic literature genres, its popularity suffered for years. It was not until recently that social media brought back the excitement to readers. Goodreads can help you find your next poetry read. These executions also use color theory, with the color scheme having direct correlation to the feelings that the quote could evoke in the audience. The stroke in the lower third is a call-back to the “currently reading” tracking in the Goodreads app.
Books by: F.S. Yousaf and Rupi Kaur.
New Era: Time To Suit Up
Industry: Fashion/Headwear
Product: New Era’s 59FIFTY
American headwear company based in Buffalo, NY. Since 1993 they have been the exclusive baseball cap supplier for Major League Baseball. New Era is the only brand in sports history to have exclusive on-field, sideline and on court headwear rights for all three major U.S. leagues at the same time (MLB, NFL, NBA). They allow customers to customize their hats with names and their own logos.
Target Audience: Hat-wearers, sports fans and fashion enthusiasts.
Big Idea: Hats are a fashion statement..
Even though New Era sells sports-related hats, they are sold as fashion pieces that pull an outfit together. "Suit up" gives the idea a more elegant and fashion-related approach.
Photography Assistant: Nick Loy.
Hershey’s: #smallbutsweet
Industry: Food & Beverage
Product: Herhey’s Kisses
Kisses were first produced by the Hershey Company in 1907. Originally designed as a flag for the "Hershey's" brand, the printed paper plumes were added to the Kisses product wrapper in 1921 in order to distinguish the Hershey's Kiss from its competitors who offered similar products.
Target Audience: Men, bad gift-givers and anyone who has recently messed up.
Big Idea: Valentine’s Day gone wrong.
Some people (men, more often) are not great at giving gifts. This is a humorous play on that fact, which shows that their gesture might not have been enough to get the desired outcome, but the recipient still enjoyed the chocolates.
