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ADVERTISING

ART DIRECTION CONCEPTS







THE PERFECT GIRL
CLIENT & CHALLENGE 


The Body Positive, a non-profit organization focusing on ending negative body image that can result in eating disorders and depression.


The percentage of girls who are unsatisfied with their appearance nearly doubles between the ages of 11 and 14. With Instagram’s popularity among the youth, many are passively consuming content that subliminally promotes unrealistic and non-inclusive female bodies, often achieved through plastic surgery and/or intense diets.
OBJECTIVE 


To encourage young girls to unfollow Instagram accounts that lead them to body comparing and feelings of insecurity.



INSIGHT 

A few scrolls on Instagram can cause instant feelings of negative comparison that lowers body self-esteem. 



STRATEGY 

Display today’s brands’ body ideals in the most honest, direct way. No fluff.
SOLUTION 


Create and promote a "Perfect” Girl doll product that candidly demonstrates what young girls are being sold on: ludicrous beauty ideals that will always make them feel self-conscious.


The doll is a spoof of popular Instagram models and will be promoted sarcastically. Through the doll's negative responses, the audience could witness the negative influence of social media’s ideal woman.










ALL CREATIVITY IS ART
CLIENT & CHALLENGE 


Prismacolor, a brand of professional artists' supplies, identified amateur artists as an uncapitalized target segment.


Many artists don’t purchase Prismacolor products because they see it as an elite brand reserved for  the highly experienced. They think that Prismacolor is out of their league.

  
OBJECTIVE 


To encourage non-professional artists, such as hobbyists, casuals, and beginners, to use Prismacolor in all of their creative pursuits.



INSIGHT 


Amateur hobby artists believe their work isn't worth high-quality, intimidatingly pricey art tools, so they don't buy them.



STRATEGY 


Demonstrate how Prismacolor can be a part of anyone's artistic path, from a toddler scribbling on the walls to a student doodling during class.
SOLUTION


Celebrates all types and levels of art made through Prismacolor products. 


Prismacolor fans will be invited to submit work they’ve made with Prismacolor products. Drawings, scrabbles, and even notes (hey, typography is art) will be framed and displayed in a OOH print campaign or a gallery exhibit.











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© 

Maha Almatari︎ 

2021  
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