This is a student advertising campaign project for a fictional Japanese household company called Subtle. The objective was to create a series of advertising posters based on the research of audience’s life styles, beliefs, values, activities, and interests, and build meaningful connections with the audience.
Since the core value of Subtle is minimalism and "no-brand" brand, the company focuses more on the quality of products than on advertising. The challenge is arousing audience's enthusiastic of Subtle as the same time keep the aesthetic of minimalism, which means "no over advertised".
The three posters features a "half-half" concept reflecting harmony between Subtle's products and nature.