Winston
Key Visual
Wave 2
advertising // art direction // concepts and implementation
For Wave 2 of the Winston Class campaign, I was tasked with developing and presenting new creative directions alongside my team. We presented three concepts in total, with two of my proposals selected for further development. For each direction, I built out the idea through the concept presentation and created simulations for both the main and secondary key visuals, showing how the campaign could translate across its different executions.
The concepts also had to be versatile enough for the KV background to work across different promotional formats and executions, without losing its visual identity.
The concepts also had to be versatile enough for the KV background to work across different promotional formats and executions, without losing its visual identity.
The client asked me to further develop Level UPgraded through several composition options, with a focus on making the background feel dynamic without taking attention away from the packs. I explored different layouts, levels and lighting treatments until the products remained the clear focal point.
In the end, Ascension Class was chosen as the final direction, built around the idea of a floating, dynamic platform. I then adapted the concept for the secondary KVs, playing with the positioning of the packs to keep each execution varied while still feeling part of the same campaign.
