Creative Advertising & Marketing | Campaign

RMIT Univeristy, Industrial Design (Year 3) This project focuses on the development and execution of a creative advertising campaign, aimed at demonstrating the process of concept iteration, refinement, and presentation. The brief required the creation of a set of three print advertisements for a specific product or client, maintaining a unified overarching message while introducing variation across executions to engage the audience. These advertisements were initially presented as scamps and then further refined into polished layouts using Adobe Creative Cloud software. The process began with the selection of three strong concepts from previous assignments, which were expanded into campaign ideas featuring three executions. These executions were designed to highlight different aspects of the product or service while ensuring consistency in branding and messaging. After receiving feedback from peers and the tutor, the most promising campaign was selected for further development. The next phase involved translating the scamps into high-quality layout visuals, incorporating copywriting, art direction, and original imagery (photography, illustration, typography) to create a professional presentation. Documentation of the creative process, including image development and concept evolution, was carefully recorded to demonstrate authorship and design thinking. A 400-word reflective piece accompanied the campaign, offering insights into the creative process, the challenges encountered, and the application of advertising theories and techniques learned throughout the course. The reflection also explored how the concepts and practices would inform future work in both academic and professional contexts. The final deliverables were compiled into a well-organized PDF using Adobe InDesign, Photoshop, and Illustrator, and submitted via Canvas for assessment. The campaign was evaluated on its conceptual strength, creativity, innovation, advertising craft, reflection, and overall presentation quality.