The Challenge of Concept Work
Supporting the new business department of an enormous and constantly growing XM agency requires a unique creative approach. It's a fun change of pace and a rewarding way to directly impact agency growth.
With pitch deadlines as they are, the objective becomes finding the most effective way to visualize a concept and executing it rather than perfecting each pixel. Needless to say, the mockups you see below were created quickly, under pressure, and often without any assets.
Brief: For an experiential marketing pitch campaign called 10,000 Rooms, my role was to mock up a brand footprint (large and small) that could be used on a mobile tour containing a backdrop, a TV stand, product displays, and seating, along with various promotional items and web properties.
Mood: sleek, tropical, daring, fun, familiar
Approach: Bud Light's Mixxtail is all about rallying the crew and bringing bold cocktail taste where ever the night takes you. Mixxtail 10,000 Rooms brings larger-than-life experiences into consumers' living rooms, the spaces were designed to feel like parts of a living room. The look and feel was extended
Brief: Design elements for a mobile tour including vehicles, sampling activations, and influencer giveaways.
Approach: Because Ritas is one of Bud Lights most colourful brands and the concept these mockups supported involved colour inspiration and colour-based giveaways, I opted for a vibrant colour blocks with lots of white space, keeping the various product SKUs and their corresponding colour palettes front and centre.
Brief: Create a sampling cart for Coca-Cola's surprise and delight product giveaway at Person Airport.
Approach: It's the season for giving, so why not create a cart that looks like a gift? For easy mobility around the terminal, the cart features locking wheels, handles, integrated lighting, and a top that comes down. Brand ambassadors in red branded shirts and Santa hats distribute bottles and gifts with a smile.
Supporting images provide insight into how the rendering came together.
Brief: Create a realistic version of the scene portrayed in the sketch.
Approach: Through some intense image sourcing and photoshopping, I was able to isolate all of the individual elements, manipulate perspective, shadows and highlights, and combine them into one table setting.
Brief: Create stunning, realistic renderings of concept experiences that elevate the Corona brand as a year-round beverage vs. something you only drink on a beach as per previous "Find Your Beach" campaigns.
Approach: My main objectives with these renderings were to accurately portray concept details (Longhorns patio location at Whistler, seating areas, structures, and signage) and add polish with ambient elements (falling snow, fire pit glow, cozy blankets and lanterns, etc.). After in-depth image sourcing and image editing, both renderings do the concepts justice.
An example of how such renderings come together: