Planet Fitness: Easy as 1 2 3

Here are two print ads that I did for a portfolio class. As the assignment called for using only typography and logo, I decided to do two print ads for Planet Fitness, an innovative health club brand in the United States. Known for their absurdly low prices, lunk alarm and their Judgement Free Zone philosophy, Planet Fitness is one of the top 500 fastest-growing private businesses in America.

I wanted to bring Planet Fitness's affordability to the forefront of my campaign. By targeting a cost-conscious consumer, Planet Fitness can benefit from many American's typical New Year's resolution to lose weight, gain muscle, and simply get in better shape. The primary target is a younger group of M/F 18-25 who aren't willing to spend hundreds of dollars on a gym such as LA Fitness.

The USP is Planet Fitness's 12 3 Special, which correspond with the first three month's of the year, January, February, and March. The use of a QR code is a great way to track ROI in addition to getting people's attentionin a poor economic climate.

Typography = Avenir Light, Avenir Heavy & Avenir Book

I used this particular typeface because it is an extremely clean sans-serif that has a good range of weights. And since the ads are centered on weight loss and muscle gain, Avenir's wide-variety of weights proved to be useful. The clean sans-serif also contrasts with the ads' overall textured aesthetic.

Monster Beats by Dr. Dre: Delivery Unrivaled

After my professor from Portfolio class said that the idea for this particular campaign did nothing for him, I decided to get insight from another professor and also peers. My other professor thought that I should run with it. She loved the idea. And after speaking with a few of my peers, I decided that the concept of using hip-hop artists was smart for Monster Beats by Dr. Dre. And so, I felt that if executed correctly, this campaign has the potential to resonate with a particular niche group of hip-hop audiophiles.

Below is a print campaign for Monster Beats by Dr. Dre Headphones. It utilizes three legendary hip-hop artists (Nas, Eminem & Jay-Z) to reach out to a niche audience of hip-hop audiophiles. I used these artists in particular because they areperhaps 3 of the greatest hip-hop artists still living. Among hip-hop circles, everyone knows who they are and what they have to offer. Their delivery on the microphone is sick, and any avid hip-hop fan knows that. In the execution, I went for an urban, street vibe. The use of color was to make the reader aware of the color customization of the headphones. The copy is changed slightly for each ad, subtly mentioning a popular song of each artist.

Image Credits: Flickr & Beatsbydre.com

Introducing Voss Sparkling Rain

As the final project for my Art Direction II class, we were to concept the strategy & positioning for the roll out of a new age beverage of our choice. I decided to go with a brand extension of Voss Water, an ultra-premium water in the beverage market. For the campaign, I decided to employ online media, interactive media and ambient media tactics in addition to an online presence to promote the new brand extension, Voss Sparkling Rain.

Brand: VOSS® SPARKLING RAIN
Target: 25-35, Females. Young & successful, fashionable & sophisticated. Extravagant living. New Money.
Challenge: Launch a multimedia advertising campaign for VOSS® SPARKLING RAIN, a brand extension of VOSS® WATER to inject personality and excitement into the VOSS® brand.
Single Most Important Message: VOSS® SPARKLING RAIN is not only for drinking, but its beautiful bottle serves as a decorative element to any personal space.
Tone: Excited, conversational mood to reach target at multiple touch points in and out of home. The target should feel as if their best friend is persuading them to buy the product.
Tagline: "Taste it then Decorate with New Voss Sparkling Rain"

Packaging: The VOSS® SPARKLING RAIN packaging was inspired by the fragrance industry where products are sold based on beautiful design aesthetics just as much as the scent.































































The bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Again, the bottle in the banner ad changes color based on what color the user's mouse pointer is hovering over.

















Viral video storyboard playing on the theme of decorating one's personal space with different flavors of Voss Sparkling Rain.

















































Here is a basic wireframe of Voss's current website. Since VOSS® SPARKLING RAIN is a brand extension of VOSS® WATER, I decided to use the current web layout for consistency.

















Landing page prompts user to select a backdrop for her viewing pleasure.

















For the initial launch, users will see this page after clicking a backdrop to enter the site.

Dentyne Campaign: "It's the Gum"

Target Audience: Socially bold young adults. The bulls-eye age is 21.
Challenge: Re-establish Dentyne as the go-to gum by creating distinct experiences that are persuasive and relevant to the target audience.
Core Idea: Dentyne Gives You the Edge in the Mating Game.

After countless hours of generating ideas for this campaign, I finally arrived at a clear and simple solution. We tend to do all types of things such as buy nice cars or wear certain type of makeup to get the opposite sex to notice us. Ultimately, It's the Gum that drives her wild, that makes him look, and that spices things up.

Typography: Headline = Rockwell, Call to action & Tagline = Myriad Pro

Image Credits: Flickr, Getty Images & Dentyne.com

Notes: Peppermint is known as the classic flavor. Hence the juxtaposition with the '69 classic Camaro in the first ad.

Hell, Michigan Advertising Campaign

An assignment for my Art Direction II class, I created this multimedia advertising campaign for a small town called Hell, Michigan. The assignment was to choose a city, neighborhood or town, and create a campaign based on the UNEXPECTED. We were to find out something odd about the place, discovering random facts that may draw our target audience in. Furthermore, we were to increase brand awareness, targeting a younger market, ages 25-35 through various advertising mediums, and to entice them to check out the town for a weekend, or even potentially move to.
















Before getting into the campaign, I wanted to give a peak into some of my ideation process. During this process, I pretty much go wild with thoughts and ideas. I try to put everything down that I think of so that I have a record of it all.

A moodboard is meant to inspire designs. It's apparent where some of my inspiration came from just by taking a quick glance at my moodboard.

















The identity above features a devil's pitchfork creating negative space within a heart. The pitchfork spells out an "h" for hell and also spells out "m" for Michigan. Simply put, Love Hell, Michigan.

















This traditional billboard is saying that you'll have a "HELLUVA GOODTIME" when you visit Hell, Michigan.

















This traditional billboard is says that you'll have a "HELLUVA GETAWAY" when you visit Hell, Michigan.

















This street billboard is says that you'll have a "HELLUVA RUN" when you visit Hell, Michigan. Texting "gotohell" provides additional information regarding ad.

















This bus shelter is says that you'll have a "HELLUVA STORY" to tell when you visit Hell, Michigan. Texting "sureashell" provides additional information regarding ad.

















This bus wrap is says that you'll have a "HELLUVA RIDE" when you visit Hell, Michigan. Texting "roadtohell" provides additional information regarding ad.

















Those who texted in will receive a direct response text message detailing more specifics about the street billboard, bus shelter, and bus wrap.

















This ambient media tactic will be placed on the steps leading down into city subways. Targeting couples specifically -- when you're in love, you're in heaven. And so, "THE STAIRWAY TO HELL IS CLOSER THAN YOU THINK," implying that Hell, Michigan is close by.

















This interactive banner works when the user rolls his mouse pointer over the ad. The word connection will begin to connect together and then take the user to the Hell, Michigan homepage. I used the word connection because we go online to connect with other people. You'll have one "HELLUVA CONNECTION" with your lover when you go to Hell, Michigan.


















This is the Hell, Michigan homepage. It is my hope that through the various advertising mediums that the target audience will ultimately end up visiting the Hell, Michigan website to find out further information, and plant their trip.