Totes & Duy Huynh
Ad Campaign | Adobe Photoshop & InDesign
Design Brief
The challenge was to use Adobe Photoshop compositing techniques to create a cohesive product advertising campaign featuring product photographs and paintings by a notable artist.
Design Solution
For this project, I created an advertising campaign for Totes umbrellas featuring paintings by artist Duy Huynh. Huynh’s whimsical style and exploration of symbols and metaphors proved to be the perfect pairing with the Totes brand, a company who promises “next level experiences that exceed expectations.” My ad campaign includes three advertisements featuring composites of four photographs of Totes umbrellas and three of Duy Huynh’s paintings: Greater Together, No More Clouded Hearts, and Gravitea for Two. The project also includes digital versions of the campaign and product packaging.
Design Process
After selecting my original paintings and product images, I used Adobe Photoshop tools (including layer and adjustment masks, blending modes, smart filters, transform tools, and retouching tools) to create three new compositions, seamlessly incorporating the product photographs into the paintings. I then created three related taglines for my campaign and worked with typography and layout to complete my advertisements. I expanded the campaign to include bus stop, billboard, magazine, web, and packaging applications.
For this project, I chose the lively Ed’s Market typeface family. I also used Montserrat and Century Gothic Pro for my web and magazine advertisements. I limited my color palette to black, white, and tan to achieve a high level of contrast and to not compete with the colorful artwork.
