Project Goal: Create a 3-part advertisement campaign on social media for a pre-existing company and gear toward a new, niche audience.
Audience: Middle-aged male hunters, coffee consumers
Art Direction, Photography, Photo Retouching, Typography, and Animation
Niche Social Media Campaign
Death Wish Coffee
The project involved combining photography and a rhetorical phrase to create unique yet related pieces. The overall result was meant to draw this group of customers into buying a company’s product.
I wanted to use the coffee not as an agent to remove sleep but instead to fuel power. The resulting social campaign portrayed the passion of hunting through the use of the coffee product. The grungy text and active compositions add a high-level of energy. As a result, the added benefits that the coffee brings allows the audience to visualize themselves in the most exciting parts of their hunt.
Instagram Mockups
Company Analysis
This project required an extensive amount of initial research on Death Wish Coffee’s current branding, marketing strategies, and audience. From there, I was able to more easily narrow in on my approach to target my niche audience: middle-aged male hunters.
I also had to pitch my concept proposal to my professor and get it approved in order to practice for a real-life setting. This comprised of a potential mood board and shot list in addition to the thesis statement.