Bringing Emotions Into Brands
Oct. 2020 - Aug. 2022
Tools Used
Secondary research, interviews, auto-ethnography, brainstorming, brain-writing, sketching, moodboards, photo manipulation (Photoshop), communication design
Role
Digital Visual & Graphic Designer | Art & Creative Direction
Context
Creative campaigns pitched to a wide range of clients including Abercrombie & Fitch, Hollister, Britannia, Nikon, Emirates Draw, and more. Most of the campaigns below aimed to elicit an emotion from viewers by either appealing to nostalgia, or aiming to connect with them on a more personal level.
Solution
Create digital designs, with potential ideas for activations and strategies that would entice viewers/consumers to engage with the brand, depending on whether the brand was revealing a new product or trying to engage its current users into investing in their brand again.
My responsibility with these campaigns was ideating, and realising the campaigns visually.
Key Outcomes
20+
Digital concepts and campaigns created
5+
Global brands such as Nikon and Britannia
Al Areesh
Eat Like Your Hero
Have you ever had your parents tell you that (insert your role model here) eats like this, so you should too? Keeping this concept in mind, we created a Back To School campaign concept around kids in different occupations. Using the Al Areesh foods, we would create mini-worlds related to different professional occupations with kids inhabiting them, and we would encourage parents to create lunchboxes for different professions as competition and engagement concepts. Other ideas included creating crosswords, or puzzles that would encourage the audience to guess what could go with their favorite Areesh product.
Role
Digital Visual & Graphic Designer | Art Direction
Coldstone
It’s All in the Mix
When you come into Coldstone, and get ice cream, you know that each ice cream made is unique and personal to you; it’s a mixture of ice cream with all the toppings and syrups that you want. More than that though, when you have Coldstone, you have it with all the emotions and memories that you share with your friends and family. With Coldstone, all those experiences are mixed within that beautiful, textured, and personalised ice cream you get.
Role
Digital Visual & Graphic Designer | Art Direction
Emirates Draw
When Money Means Something More
The value of money and what it brings varies greatly from person to person, especially when they win it in a lottery. In attempt to make Emirates Draw more emotional, or toy with eliciting different emotions from viewers, two concepts were presented to one of UAE's top lottery brands: AED 100,000,000 equals to... and Play To Be More. The first one relies on thinking about what winning AED 100 million means to Emirates Draw's demographic: blue collared, South Asian, or Asian workers. The second one urges people to consider what else they would like to be if they were given the money to start over, or be more than they are right now.
Role
Digital Visual & Graphic Designer | Art Direction & Creative Direction
Nikon
Change The Conversation
Nikon's Z fc cameras was designed with features and a look fit for the millennials and Gen Z population. Its retro design give the younger generations a hip look, and the camera comes in 7 colors, allowing for a degree of customisability. The aim of the campaign was to show not only how hip it looks, but also how versatile it was to use the camera because of its vari-angle display, mega-pixels, weather resistance, portability and customisability. Tent cards specifically for the camera were created to match the retro design of the camera itself, and provide a fresh look and approach to the Nikon brand, as compared to the black, white and yellow the brand usually dons.
Role
Digital Visual & Graphic Designer | Art Direction
Britannia
Home Baked Cookies
Britannia wanted a campaign for their new line of cookies called Chunkies, soft-baked cookies that felt like you were having home baked cookies. Part of the campaign concept was to come up with ideas and notions that go back to the home - cookies that remind you of being home, and feel like you're with a loved one.
Role
Digital Visual & Graphic Designer | Art Direction & Creative Direction
Hollister
Being in the Middle East, life can feel like a never-ending summer, with year-long activities that can feel like you are either back in high school sleeping over at a friend's place, or camping out with your favorite co-workers. This is also something that Hollister emphasizes with their clothing; a Californian type of summer that is light, breezy, and all about the feeling of a never-ending summer.
Hollister has never had a social media presence in the Middle East. As a pitch and a starting concept, the tagline #SummerFeelsLike was something that we would use to engage the Middle Eastern demographic into considering what summer feels like to them. The photos used for social media would include both indoor and outdoor activities that can be done and/or are unique in the Middle East. The editing and retouch of the photos would also have a slight saturation and noise to them, to make them feel like they are vintage-like, like photos of old memories.
Photos are taken from Unsplash to serve as concepts.
#SummerFeelsLike
Role
Digital Visual & Graphic Designer | Art & Creative Direction | Copywriter
