In early August, Legends Outlets has a big sales opportunity with Back-to-School shoppers, due to its one-stop-shop nature. We created an ad campaign including print and digital tactics that ran for about a month from August through September.
In previous Back-to-School campaigns, the advertising had featured a cute child wearing a backpack or carrying school supplies.
I thought this narrowed the target audience unnecessarily, so with my solution, I focused on actual supplies, apparel, and accessories that can be purchased at Legends Outlets for students of all ages and teachers alike.
There were a series of stories, each meant to represent a different gender and age, including a high school girl & boy, elementary school girl & boy, college-aged boy & girl, and one for the teacher. They all were digitally published, and distinguishable by their unique color palette and the items in the flat lay.
As part of my art direction, I made a list of items per story. My studio purchased these Back-to-School items from stores at Legends Outlets and then I set up a studio, styled the flat lays, and shot the photography for this campaign. I colorized the background and did some further color matching in Photoshop so that each story had a cohesive palette, and laid out the items (keeping consistent shadows) so that the text could be featured.
The culmination of the campaign was the Back-to-School Bash, a big event on-site at Legends Outlets. This is an event with live music, entertainment, prizes, and giveaways.
Graphic Design & Advertising 