Project Background

The campaign aimed to promote five new Celadon colors to the existing glaze line. The campaign duration will be 2-3 months. The target audience is divided into three categories based on where the content coordinator will publish the ad - print, Facebook, and Instagram. The print audience comprises hobby artists, retirees, and college-level educators. The Facebook audience contains hobby artists and retirees. Finally, the Instagram audience consists of Millennials and Generation Z.

Approach

After brainstorming with the entire department, we agreed that the new colors fall into a Southwestern theme. They relate the glaze colors to colors found in Southwestern textile patterns and landscapes. There are 5 separate pieces for each new glaze color. The forms are half cups and mugs, all similar in shape and size but not identical. Landscape patterns on the forms will spill onto the background. The photography style is flatlay.