Objective
The objective of this project was to create two distinct concepts for a static digital ad promoting Western University, each adhering to a 4:5 aspect ratio (Portrait). The first concept was to be conservative, aligning closely with Western's existing brand guidelines, while the second concept was expected to be unique, encouraging creative thinking and an out-of-the-box approach. Additionally, one of the concepts needed to be translated into a simple animated Instagram social media post (6-10 sec) with an aspect ratio of 1080x1350 (Portrait).

Process:

Part A - Static Digital Ad Concept:

Concept 1 - Conservative: For the conservative concept, I carefully followed Western University's existing brand guidelines. I utilized the provided digital package, which included the font, color palette, logo, photos, and vector graphic art files. The key focus was on maintaining a traditional and safe approach while incorporating the theme of "changemakers." I made sure to feature the Western University logo prominently and used the supplied copy as inspiration to convey the spirit of innovation and trailblazing within the university community.

Concept 2 - Unique: For the unique concept, I embraced creativity and thought outside the box. While still incorporating the Western University logo as instructed, I explored unconventional design elements and sourced additional materials to create a visually distinct ad. The goal was to capture the attention of the Generation Z audience by delivering a message of innovation and change in a way that stood out from conventional approaches.

Part B - Animated Instagram Social Media Post:

I created another concept after the last one. I created one with potential for animation and engagement. Adhering to the Instagram format, I created a simple yet impactful animated social media post lasting between 6-10 seconds. The animation reinforced the theme of "changemakers" and highlighted Western University's commitment to fostering a community of innovators. The final output was rendered to an mp4 format with a resolution of 1080x1350 (Portrait).