Print Ad Campaign | Art Direction | Copywriting
THE ASK: The goal is to create a print ad campaign for Jet-Puffed Marshmallows, putting their advertising into a new direction.
INSIGHT: Everyone likes to eat their marshmallow in different ways. There’s team burnt it until it’s charred, team leave it uncooked, or team roast until the perfect golden brown.
BIG IDEA: The ad’s copy and tagline indicate their audiences have their own opinion on what the perfect roast for their Jet-Puffed Marshmallow is, and the ads themselves display which marshmallow the audience can choose.
PROCESS: The process included an extensive ideation process between myself the art director and my copywriter as we used our initial research on the brand to be able to form our thoughts and our insight into 20 ideas that we narrowed down to follow our “perfect roast” concept. My copywriter was able to formulate a headline for each ad in our campaign that cleverly encapsulated the main idea of our “perfect roast” concept for the Jet-Puffed brand. I created the ad’s visuals in Photoshop with use of the burn tool and adjustment layers to create the different levels of burnt for my marshmallow font, all enclosed in a faux plastic marshmallow bag.
ART DIRECTOR – Aly Czerniak | COPYWRITER – Luna Patterson