D&G x Hockey Ad Campaign
Designed by Maria Pellegrino in Adobe Photoshop
2024
Objective:
To design an ad campaign for Dolce & Gabbana where high-end, designer fashion meets colorful pieces by David Hockney, a globally renowned artist.
Target Audience:
A niche group of high-income individuals and avid consumers of Dolce and Gabbana. A sophisticated, cultured, and discerning audience that values high fashion, art, and the blending of cultural aesthetics.
Design Process:
To begin this project, I selected David Hockney as the artist of choice, as I was drawn to the bold colors and lively tone of his work that I felt would align seamlessly with the Dolce and Gabbana collection I intended to showcase.
Design Solution:
For this campaign, I focused on pieces from the D&G Majolica Collection, and using Adobe Photoshop, I integrated key pieces of the collection into Hockney’s artwork. The result is a visually striking, innovative approach that blends fashion with artwork to advertise the collection.
The overall campaign revolves around the theme of leisure, evoking the feeling of a summer day spent lounging poolside, where high-end fashion meets a relaxed yet glamorous atmosphere.
Design Process
For the image on the right, I chose to use the blue and yellow D&G Majorica prints; incorporating the blue print into the background as the sky - then adding in a bag and slippers from the same collection. I also added the yellow print pattern to the diving board.
The D&G logo is prominent on the side of the house, bringing together the design.
For this design, I layered D&G swim trunks on the subject of the image, additionally inserting the green slippers lying poolside, and the robe hanging on the wall. I used Smart Filters to make these images appear more closely to the medium used by Hockney to create a sense of cohesion.
The D&G logo appears at the center of the image along the side of the house, bringing the design together and emphasizing the brand at the center of the campaign.
For this image, I centered my design around the green print used in the D&G Majolica Collection. I layered D&G robe on the man standing over the pool, placing a yellow bag next to him and creating a shadow to make it appear more realistic. I also incorporated the yellow shorts on the man swimming in the pool, which proved to be challenging as I needed to add a layer of opaque blue on top to appear as if they were underwater. Finally, I used Smart Filters as I did in the others, to make the image cohesive and appear as if it was a part of Hockney’s original artwork.
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