SP—130 / Travel & destinations · Awareness campaign
CITY POSTCARD
A creative direction for a city-break campaign.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop CITY POSTCARD, a fictional concept for a city-break campaign. Generic destination imagery makes different journeys promise the same escape. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Travellers choosing an experience that feels worth planning around.
The strategic idea
“BRING HOME A DIFFERENT STORY.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Find a specific local rhythm or travel moment. Let that detail lead the story and make practical planning information easy to find.
The creative direction
An original sun-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for CITY POSTCARD. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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