For this project I created a cohesive brand campaign for Duncan Hines Brownie Mix. The items I was tasked with creating were 2 Instagram ads, 2 billboards, and 1 bus stop ad. I also created the campaign tagline “Yum Starts Here.” I chose this tagline because its short length and straightforward phrasing allowed it to fit into a larger variety of spaces. Instead of scouring the internet for stock photos of brownies, I decided to bake a box of the brownies and take the photos myself.
One of the challenges that occurred when taking the photos was that I did not have a white photo backdrop. While the background of the photos would be masked out in the final design, it was necessary for the background to be white in order to seamlessly blend the brownie photo into the design. To solve this problem, I created an improvised backdrop by placing 2 pieces of foam core boards onto an old dining room chair. This setup allowed for light to bounce off the backdrop and onto the brownies, creating the softer light needed for merging on top of my designs.
As for the designs themselves, my main theme was to have the brownies as the main focus with an accent of red. Because of this simplicity of the layout these designs could be adapted to the variety of content that needed to be created.
