SP—140 / Retail & ecommerce · Awareness campaign
SHELF LIFE
A creative direction for a durable-goods retail concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SHELF LIFE, a fictional concept for a durable-goods retail concept. A busy assortment can make both the brand and the best next purchase hard to identify. 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
Shoppers comparing useful products, styles and reasons to choose a particular store.
The strategic idea
“CHOOSE WHAT STAYS WITH YOU.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Give the assortment an editorial point of view. Connect discovery, product detail and a clear path to purchase.
The creative direction
An original bag-inspired graphic, assertive typography and a #A100FF colour field create the visual language for SHELF LIFE. 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.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
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