Redefining Femininity:
Embrace Your Inner Goddess
Advertising Campaign
Brief
The project's objective was to identify an existing issue, potential brand collaborations, and craft an advertising campaign that revolves around the issue and message. The final outcome of the project would be a Concept Board containing this information and a few execution ideas.
Target Audience
18 to 24-year-old girls and women who are imaginative and ambitious, but who are nervous of societal expectations.
Brand Collaborations
Kittie Yiyi, a fashion label based in Kuala Lumpur that encourages creative expression through whimsical designs as well as BookXcess, a leading Malaysian book retailer that aims to make reading accessible for all.
Tools Used: Adobe Photoshop, Adobe Illustrator, Adobe XD, Clip Studio Paint
Concept Board
The Board describes the Problem, Idea, and Execution. The identified issue, also known as the "Problem" in the Board, concerns how femininity is viewed as something undesirable and almost controversial given the evolving perception of gender, gender roles and so on.
The project's Big Idea is based on well-received Japanese manga genre "magical girls", with the core idea itself being "Who would I be as a magical girl?", encouraging the audience to reimagine their world and their lives as it is. Femininity is whatever they choose and define it to be.
As for the Execution or Solution, it is comprised of three parts: a website with a personalised, user-friendly experience where one can customise a character in their own likeness (complete with backstory and motivations if they so wish). This is followed by these submitted characters being shared on social media so that others may be inspired by them. Finally, the submissions will be displayed in an art gallery, with the collaborating brands' relevant products being displayed as well.
Process
Brainstorming
During this stage, potential issues to focus on were identified along with potential brand collaborations. The emphasis here was to determine an issue that was relevant and had potential for further expansion.
Inspiration
After deciding on the issue, inspiration and possible art direction styles were collected and considered.
Proposal
A pitch deck was prepared with research introducing the topic, the magical girls link, SWOT analysis about the topic, customer and target audience persona, and an inspiration board.
Ideation
Further ideation was carried out regarding the Concept Board layout, viable execution methods, and the text to be used in the Board for the audience's ease of comprehension. At one point, specific characters with distinct personalities were considered as a "team of magical girls" that would represent the core idea.
Alternate Concept Board Layouts
Concept Board layouts that I had previously experimented with. The aim was to find a layout that was creative, comprehensive, easy on the eyes, and visually accessible.
