Summer Fridays Ad Campaign
2023
Designed by Maria Pellegrino in Adobe Photoshop
Objective:
To design an ad campaign for Summer Fridays where high-end lip care meets the vibrant floral artistry of Melissa McKinnon, renowned for her expressive oil paintings.
Target Audience:
This campaign is aimed primarily at young, style-savvy women who are passionate about beauty, self-expression, and visual storytelling. They appreciate high-quality products and are drawn to brands that align with their desired lifestyle and beauty routines.
Design Process:
I selected Melissa McKinnon as the featured artist, due to the dynamic and expressive energy of her work. Her artistic style resonates perfectly with the essence of the Summer Fridays collection, making her work a natural fit for this visual narrative.
Design Solution:
For this campaign, I focused on hues of red, pink, and orange from the Summer Friday’s lip butter Collection, and using Adobe Photoshop, I integrated key pieces of the collection into McKinnon’s artwork. The result is a vibrant composition that blends fine art with beauty branding.
The overall campaign revolves around the metaphor that our lips are a canvas for painting, much like the oil paintings that form the foundation of each visual design.
Design Process
For the image on the right, I chose to a vibrant scene of red and orange poppies to complement the hues of the Summer Fridays lip butter flavors. I then removed the background of each lip butter, placing them into the image and applying a Smart Filter > Stylize > Oil Painting, to make them appear as if they were also pieces painted on to the canvas.
For the image on the right, I chose to use a different scene by the same artist, yet including more diverse flowers of varying colors - again to complement the hues of the Summer Fridays lip butter flavors in a new way.
For the final image, I chose to use a vertical image this time, including another colorful scene to complement the “Pink Sugar” flavor by Summer Fridays. I then removed the original background behind the lip butter, incorporating it into the image and applying a Smart Filter to make it appear as if it was a part of the oil painting behind it.
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