Advertising campaign

Summer moves on and the long-awaited summer break is here. Spending almost 3 months inside studying and submitting projects for homework, now i want to take an advantage of every sunny day. Playing outside, swimming and relaxing with friends is definitely on my list this summer.

But, before I go wild, last project to work on. 🙂

Introduction

I found my inspiration in NIKE ad campaign for Dubai Open.

NIKE’s mission states, “To bring inspiration and innovation to every athlete in the world.”

The legendary University of Oregon track and field coach, and Nike co-founder, Bill Bowerman said, “If you have a body, you are an athlete.”

Bowerman was a teacher who showed athletes the secrets to achievement.

Owning a pair on NIKE shoes does make me feel like an athlete.

For my last project I had to analyse the ad campaign and create new ad that will fit the campaign.

Campaign ad analyses

I think the design in simple, clear and as always sends the message of victory and success.

The colors in the ads are very simple and bold. The background along with the color has some texture to make it more interesting. If you look closer you can see some dots and minor scratches.

Typography

They used San serif typeface for their statements. It has a clean cut in letters to slanted stokes like in the typical book font.

The statement is also placed under an angle. I think it adds to the message. The angles give the sense of direction and they lead your eye and take it outside the ad box. It makes me think that there are no limits in setting records.

On the top right corner there is a NIKE logo. It’s so clear and universal, so there is no need to explain whose ad is this. Along with that there is information of the event.

They also use a lot of color contrast to make emphasis in words. You understand that’s The Dubai Open.

With the main message they used the same trick. It encourages you to GO FOR!

Talking about the athlete placement in the ad, his figure is also clear and not clattered. There is no tennis net, cheering fans or referees. His image also overlaps the words.

After picking on those details it was easy to get an idea how to create the new ad.

New ad

I found a great picture of a tennis player in Pixabay that I thought would fit perfectly for my ad.

Applying my Photoshop skills I cut her out of the background to get rid of extra.

I though that the color of the background would also be a great match. Green color goes along with orange and light blue of the NIKE ads.

But the color wasn’t everything I had to do for the background, I had to also add some texture to it.

The texture looked like old paper, with dots and scratches. I went to texture.com to look for that would look like papyrus or old book page.

Perfect!

I overlay the texture and the color background and created that texture I needed.

Conclusion

I realized that creating new ad requires analyses beforehand.

Small details like texture, color, typography is what pulls all together. Those are basic design principles. Along with it don’t forget about simplicity of the design and diffidently don’t be afraid of negative space. Keep your focus on the message.

And for now… up I go towards new summer records! There are no limits! Make your summer count!