Hero Collective
VARIOUS CAMPAIGN CONCEPTS / LOGO DESIGN / ART DIRECTION
As a freelance Art Director I have worked with Hero Collective for several years helping them develop the art direction for various campaigns and pitches. This included concepts, photo research, design and light copy for companies such as Tidal, Pfizer, La Fe, and Owens Corning. The creative below was successful and contributed to winning the client accounts.
TIDAL APP
CONCEPT 1: STREAM DIFFERENT
Campaign concepts and designs for Tidal, a music streaming app. The concept/strategy was to take aim at a major music app competitor. Also important was to bring the target audience into the conversation as many align with their fav artists. The aim was to show they are unique and different, and therefore deserve something different.
CONCEPT 2: GET HIGH
The concept for this direction is that everyone has their own way of listening to music and we all have our own taste in music. Using the phrase GET HIGH is a bold, attention-getting way to express that. The GET HIGH line was then used to express the usps for the app.
LA FE FOODS
La Fe wanted to develop a campaign specifically targeting the Latinx segment of their consumer audience.
Two directions were developed for presentation to the client.
CONCEPT 1: ABUELITA APPROVED
This direction was based on the cultural notion that grandmothers/Abuelitas are the food critics and that if it is
good enough for them to cook with...it gets the stamp of approval.
CONCEPT 2: CELEBRATE
This direction leverages cultural norms in the role food plays in celebrating birthdays, graduations, quinceaneras and other milestones that are shared with family, relatives and friends.
OWNES CORNING
The company wanted to promote their new insulation which improved noise reduction, is considered the industry's safest insulation, and that 100% wind power is used in production of the product. Two concepts were developed for presentation to the client.
CONCEPT 1: Shout it Out and CONCEPT 2: Wall Love
This direction, with copy and design, went in a bold colorful direction and did bring in the iconic Pink Panther which had been associated with their product.
