This project consisted on creating print ads using photography for a Public Service Announcement.
In this project, I had to create two ads for selected organizations. One ad is considered "safe", as it follows the format of an existing ad that is being currently used and accepted in the advertising industry for PSAs. The second ad is meant to be a "risky" ad. This one features a radical, unexpected or different approach to advertise the PSA, but with imagery and concepts that I am really passionate about.
The organizations I chose were actually significant for me, therefore I was passionate about creating these images. The first one is called "The Awearness Foundation", which was founded by internationally known designer, Kenneth Cole. Kenneth Cole's advertising has been controversial since the beginning, but the latest campaigns created with "The Awearness Foundation" really inspired me. I admire the way these ads ARE fashion ads for the brand, and at the same time, they manage to deliver a more relevant message to bring awareness about a certain issue. This is what I aim to do with my imagery below.
In this project, I had to create two ads for selected organizations. One ad is considered "safe", as it follows the format of an existing ad that is being currently used and accepted in the advertising industry for PSAs. The second ad is meant to be a "risky" ad. This one features a radical, unexpected or different approach to advertise the PSA, but with imagery and concepts that I am really passionate about.
The organizations I chose were actually significant for me, therefore I was passionate about creating these images. The first one is called "The Awearness Foundation", which was founded by internationally known designer, Kenneth Cole. Kenneth Cole's advertising has been controversial since the beginning, but the latest campaigns created with "The Awearness Foundation" really inspired me. I admire the way these ads ARE fashion ads for the brand, and at the same time, they manage to deliver a more relevant message to bring awareness about a certain issue. This is what I aim to do with my imagery below.
The second organization is for Organ Donation, which I also feel very connected with. The concept behind this campaign is the idea that organ donation creates a permanent bond between people. As a donor, you are perpetually connected with the person you help, while they are forever grateful to you; thus both, becoming one with the other.
Safe PSA Ad
My safe PSA Ad was created for the Kenneth Cole "Awearness Foundation", which currently supports charities assisting various causes, one of them being AIDS/HIV. This ad follows the original format of Kenneth Cole's "Where Do You Stand" 2011/2012 Campaign.
Copy by: Kenneth Cole Productions Inc., 1987 Ad. Creative Direction, Photography & Retouching by: Cynthia Gonzalez Espinos. Graphic Designer: Maria Alejandra Robles. Hair & MUA: Chris Nguyen. Model: Catherine Westerfield.
Risky PSA Ad
My risky PSA Ad was created for an Organ Donation organization, with the idea that you become one with the person you share this gift with. The image created for this concept is arresting and eye-catching, which is unconventional for a PSA, specially one about organ donation.
Creative Direction, Photography & Retouching by: Cynthia Gonzalez Espinos. Models: Catherine Westerfield &
Michael Sistek.
2012 STUDENT SAMPLES
