REI Ad Concepts
from the mind of Kristina Ashley Williams
#StandOut
Out of home
Objectives:
The client’s goal was to make their audience feel empowered to both be seen and see the outdoors.
The challenge was to pack two messages into one ad.
Solution:
My approach was to capture audience attention by incorporating a visually striking image, such as people doing handstands in various outdoor environments, to spark curiosity from the unusual pose.
Digital
I included the hashtag #StandOut to add a UGC component to encourage the audience to show images of themseleves standing out in their own way online to produce network-effects.
Results:
Currently manifesting this hypothetical concept into reality
Natural Wealth
out of home
Objectives:
The client’s goal was to provoke a feeling of luxury in audience minds by reimagining how they view nature.
The challenge was to shift mindsets from pre-conceived understanding of a ubiquitous subject to consider an alternative perspective of it.
Solution:
My approach was to visually center the subject of different landscapes to evoke the rich feeling of being immersed in nature. I added leading copy, “Natural Wealth,” to ignite a thought in the viewer that correlates nature to wealth. The brand’s logo is subtly placed in the corner, signaling their the brand to help them feel nature’s wealth.
Results:
Currently manifesting this hypothetical concept into reality
