In August 2010, The Savannah College of Art and Design opened a new campus in Hong Kong. SCAD also offers campuses in Savannah, Georgia, Atlanta, Georgia, and Lacoste, France. When asked to promote SCAD's new campus via direct mailer and poster campaign, I was inspired by travel posters of the late nineteenth and early twentieth centuries. When circuses, bicycle races, and hot-air balloon escapades were advertised by hand-rendered typography and illustration. Also, I was inspired when passing through the library and seeing a student studying Jules Verne. It immediately clicked in my head– Around the World in Eighty Days? How about "Around the World in Four Years?"
The concept took of from there with the help of Elizabeth Johnston, an incredibly talented illustration major at SCAD. I asked her to illustrate four characters, one from each campus of SCAD, riding in a hot air balloon. I would position one character on a poster for his or her respective campus. (Why not advertise every campus while I'm at it?) I would then combine all characters on a final poster, as if racing and eventually crossing the finish line– SCAD Hong Kong!
The direct mailer offers information about the city and the campus' opening in Fall 2010. The back of the mailer also functions as a horizontal poster.
The entire campaign was featured at YODEX, Youth Designers' Expo in Taipei, Taiwan.