Be What You Could Be
The task was to come up with an advertising campaign for SM Supermalls within a one hour time-limit. The concept given is in an imaginary time in the future, wherein people have become used to doing their shopping online. The aim of the campaign should be to encourage people to come shop in the company's physical stores again.
The company's colors are white and blue.
Concept, Idea, and Poster Design/Art Direction by: Gabrielle Sabas
Disclaimer: This project is only part of a test at Toycomm Advertising Co. in February of 2020. The logo is property of SM Supermalls.
DESIGN PROCESS OF THE ABSTRACT POSTER:
I wanted a clean, abstract poster for the campaign. I always thought designs that were straightforward but had a sense of vagueness always made for an interesting design that would make a viewer ask why such choices were made.
The concept behind the poster is that on the bottom left corner we see a simple shape, but given the campaign's title, "Be what you could be": we see that simple shape "in thought" of becoming a more complex shape. Synonymous to the concept of the customers' ability to see one's self in different and creative ways when they come over to the event. The triangle has become a star, and a half circle into a cloud. Simple, abstract, but straightforward. I find the other ways to expound on this concept exciting.
Target Market:
• 18-37 Years
• 18-37 Years
Because these are the ages where they have their own money to spend, and usually the
most tech-savvy and more likely to go online for all their needs.
most tech-savvy and more likely to go online for all their needs.
Messaging:
• Here at SM
“Here at SM, we got it all for you”
Inspired by Today at Apple
“Here” to emphasize physical, directional (?) orientation. Since the goal is to make them
come to the physical store.
Tone:
• Mixed depending on the “room”
SM Store will be a Community Hub for a day.
Sample Creative Material:
Strategy:
• Taking inspiration from Apple’s reinvention of the Apple Store: Today at Apple
Community Hub, Photo Walk, Kids Hour, Art of Beatmaking
"The hardware is the architecture of the store; the software is what happens inside store."
(source: https://www.forbes.com/sites/jonbird1/2018/07/01/the-store-as-software-how-apple-reimagined-retail-again/#34240515423f)
• Like IKEA concept: customers get to see what the interiors of their homes could look like with
the items presented as how they could be used inside the home (use of set design).
• Billie Eilish’s interactive room: Each room presents the feeling and meaning of each song in
• Decathlon areas where you can play the sport inside the physical store.
At the event:
Instruments (Concert Hall set)
Instruments for sale displayed eg. as part of orchestra
Play with Band
Sing with Singer
- Furniture and Fashion (Re-enact Famous Photographs)
- Fashion
Fashion designers choose your outfit
Instruments for sale displayed eg. as part of orchestra
Play with Band
Sing with Singer
- Furniture and Fashion (Re-enact Famous Photographs)
- Fashion
Fashion designers choose your outfit
OOTD People’s choice contests
- Professional Talks
Professionals from varying fields have 30min-1hr to give advice on their field
EG. Professional Surfer, Dermatologist, Hair Stylist, Makeup Artist
Artist (+ set design for each field, materials for sale)
- Professional Talks
Professionals from varying fields have 30min-1hr to give advice on their field
EG. Professional Surfer, Dermatologist, Hair Stylist, Makeup Artist
Artist (+ set design for each field, materials for sale)
This project is one of my favorites and if you appreciate this project,
or if this inspires you, please drop a comment and a let me know!
Thank you!
or if this inspires you, please drop a comment and a let me know!
Thank you!
