Project Overview:
A playful, beach-inspired ad concept for Chick-fil-A’s Pineapple Dragonfruit Lemonade. This piece was developed as part of an internal marketing initiative, and I contributed creative direction for its visual tone.
A playful, beach-inspired ad concept for Chick-fil-A’s Pineapple Dragonfruit Lemonade. This piece was developed as part of an internal marketing initiative, and I contributed creative direction for its visual tone.
My Role:
Creative direction and visual styling — I collaborated with PSD and existing assets to compose the final image. My focus was on establishing a cohesive summer vibe using branded elements.
Creative direction and visual styling — I collaborated with PSD and existing assets to compose the final image. My focus was on establishing a cohesive summer vibe using branded elements.
The Challenge:
Create a visually compelling concept that could feel like a real-world ad, using a limited toolkit and focusing on summer energy and brand alignment.
Create a visually compelling concept that could feel like a real-world ad, using a limited toolkit and focusing on summer energy and brand alignment.
The Process:
I began with a moodboard centered on "Sunny Vibes" — sunglasses, tropical tones, and playful beach elements. I requested yellow sunglasses with the slogan placed on the side and guided the composition from there.
I began with a moodboard centered on "Sunny Vibes" — sunglasses, tropical tones, and playful beach elements. I requested yellow sunglasses with the slogan placed on the side and guided the composition from there.
Final Visual:
The result is a vibrant, refreshing concept piece showcasing the drink alongside bold summer motifs and typography.
The result is a vibrant, refreshing concept piece showcasing the drink alongside bold summer motifs and typography.
Reflection:
This concept helped me explore creative directing for branded content and communicating a product story visually. I’d love to do more real-world beverage campaigns in the future.
This concept helped me explore creative directing for branded content and communicating a product story visually. I’d love to do more real-world beverage campaigns in the future.
