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The project goal is to reach an older audience of brand loyalist to expand the longevity and target audience of Volcom. The advertising will reac… Read More
The project goal is to reach an older audience of brand loyalist to expand the longevity and target audience of Volcom. The advertising will reach the edgy kids Volcom represents (athletes, artists, and musicians) doing more sophisticated things, like going to galleries, museums, etc. This will express the mission of the Volcomunity, “...love life, fashion, creativity, traveling, and unprecedented journeys.” I wish to push the Volcom brand further and make it a brand that can grow up with you as you get older and life changes. Read Less
Published:
Conceptual Student Work
Volcom Men and Women Fall Line 
Art Direction / Photography / Tagline / Layout

Volcom requested that I develop a new look for their upcoming fall line campaign and annual report that would reach an older audience of brand loyalists to expand the longevity and target audience of the brand, while giving Volcom a more sophisticated look as a whole. The campaign would be located all around Southern California, including downtown Los Angeles and popular beach areas. Corporate, primary, and delay ad campaigns were developed to target edgy individuals and the Volcom consumer that have matured but still have a rebellious spirit to them. By using ripped photos in a minimalist collage style, the new direction evokes the Volcom philosophy and image they are known for in a more mature and sophisticated manner.
 
Corporate Building Ad
Primary Building Ad
Primary Billboard Ad
Corporate and Delay Web Banners & Ads