Rare Beauty Campaign
Fall 2024 | Adobe Illustrator, Photoshop, Creative Brief Production
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What is this project?
For this project, I was tasked with creating a conceptual ambient advertising campaign for Rare Beauty’s Liquid Touch Weightless Foundation. The objective was to design three original ambient advertising ideas that would effectively promote the product in a creative and engaging way. Each idea had to showcase a different type of ambient advertising, such as billboards, transit ads, guerrilla marketing, or interactive displays. The focus was to meet specific criteria for each concept, including originality, simplicity, practicality, relevance, and interactivity, while incorporating a clear call to action in each.
How did I prepare?
To prepare for this project, I conducted thorough research to understand both the brand and the product. This included examining Rare Beauty's core values of inclusivity and diversity, as well as studying successful ambient advertising campaigns from other brands. I also created detailed outlines for each idea, listing the specific type of ambient advertising I planned to use and how it could be creatively executed. This preparation allowed me to ensure that each concept would be original and aligned with the brand’s mission. I also researched the target audience to ensure that the campaign would resonate with them and their preferences for interactive and immersive experiences.
How did I put my plan into action?
Once the preparation was complete, I moved into the design process. For each of the three ambient advertising concepts, I created a detailed creative brief and mockups to visualize how the campaigns would look in real-world settings. For the billboard idea, I designed an interactive 3D display that would engage passersby with personalized foundation shade recommendations. The transit idea involved beauty booths at bus stops with digital mirrors that allowed users to try on the foundation virtually. Lastly, I conceptualized a guerrilla marketing campaign that involved a treasure hunt challenge, encouraging social media interaction and brand engagement. These concepts were designed to be cost-effective, flexible, and engaging while ensuring that they met all necessary legal and practical requirements.
What were my results and lessons?
The results of the project were rewarding. I received positive feedback from my instructors, particularly for my ability to balance creativity with practicality and relevance. The project was graded highly for its originality, interactive elements, and alignment with Rare Beauty’s brand values. One of the key challenges I faced was ensuring the feasibility of my ideas within the constraints of a budget and real-world implementation. For example, I had to adjust the complexity of some ideas to make them more cost-effective and flexible for different locations. I overcame these challenges by refining my concepts to focus on simplicity while still maintaining their creative integrity. This project taught me valuable lessons in balancing creativity with constraints, thinking critically about audience engagement, and ensuring that my designs were both practical and impactful. It also reinforced the importance of understanding a brand's values and incorporating them into every aspect of a campaign.
