“Nichael” Project

With this project, I was tasked to discern common designing conventions in athletic wear advertisements and then make make two ads: one in that more “conventional” style, and one that intentionally broke the advertising traditions. What I found was that these types of ads usually use people who model an ideal and who are actively doing the things desired by the audience of the product. For sporting goods, that means that these ads are filled with physically fit and athletic people and slick, simplistic copy, which makes people associate their “ideal” form of fitness with the company’s product. So, for my unconventional ad, I simply found a picture of someone being proud of what they had already accomplished, and instead of text being subtle and complimentary, I intentionally made it bold and loud, filling the ad. This communicates that the brand is not just part of the ideal, as is usually the angle, but instead, that it is a partner throughout the whole of someone’s fitness journey, from start to finish.