Course: Art Direction I
The Challenge: Reintroduce Grey Poupon to millennials by creating a campaign that articulates its enduring luxury in the present day, through its French and vintage roots. Show how this would come to life.
The Campaign Concept: The Luxury of Free Time
Concept Description: Luxury is something that is often reserved for the upper class, but with affordable luxury we can still provide luxury to normal people going about their day to day lives. Free time is something that has become more sought after and is seen as one of these simple luxuries. With our ads we look to translate that feeling and show how Grey Poupon is a product that can provide a simple luxury as that.
While working with my partner, in this project we created the campaign concept as well as completed a photo shoot for the final images. Images in the campaign were photographed and edited in photoshop to better suit the campaign. Generative AI was used for the backgrounds of the photos to add more diversity within the images. The final design finally came together in Adobe Indesign where we added the text and other design elements to enhance the design. The project really helped me work on my digital design skills as well as enhanced my overall creative concept design work.