Slide Design Ad Campaign

by Trevor Albrethsen

For our final project of the semester, we were required to look for an ad and make an ad that fit the same style and design. We were also supposed to make a slide presentation that describes our findings through reverse engineering and then explain how our ad is consistent with the one we found via the Internet.

“WE ARE ALL WITNESSES.” Nike Ad Campaign

The ad I chose to reverse engineer was the “WE ARE ALL WITNESSES.” ad campaign by Nike. It features LeBron James, an iconic and prolific basketball in the NBA. Love him or hate him, millions upon millions of people know who he is and what he’s done in the NBA.

My new ad

The first thing I’d like to talk about is design. The ad’s design consists of a black background an a grayscale photograph of the athlete. The grayscale photo adds a dynamic feel and look to the ad. It really stands out more than it would if it were in color. The black background helps you focus in on the photograph of LeBron James as well.

It might be a little hard to read it in this image, but there are two lines of text in this ad. One says, “WE ARE ALL WITNESSES.” The other is a website to go to. You can see it better in the first image I posted on this post. Although both are serif font, they don’t clash due to the size differences between the two.

This slide focuses more on the colors found in this image or lack thereof. Honestly, I think Nike made the right choice by using a black background and a grayscale photograph because it helps LeBron James stand out even more. It’s an awesome looking photo and the choice to use these colors, or lack thereof, was a great design decision in my opinion.

For my ad, I found a photograph of Marcus Mariota. He is now in the NFL, but this photograph was taken while he was at the University of Oregon. This photograph shows him escaping from the UCLA tackler. What it doesn’t show is the awesome touchdown he scored. Anyway, I chose this photo because it was honestly the only one I could find. That being said, I really like it and I think it does a good job of following the “WE ARE ALL WITNESSES.” ad campaign started by Nike. It’s also a grayscale photograph and has a black background to help the audience focus specifically on the action being done by the athlete.

After making my own ad, I have realized how much the ad focuses in on the athlete. Everything is blacked out so you don’t have to block out what’s going on around the athlete. I really liked this ad campaign even though it was a little cumbersome trying to make everything but the two football players blacked out.

My new ad
LINKS TO IMAGES USED:

“WE ARE ALL WITNESSES.” Ad: https://www.pinterest.com/pin/566327721869704882

Original Marcus Mariota Image: https://www.shutterstock.com/image-photo/pasadena-ca-oct-11-oregon-qb-255992764?src=YtegycL35ddgz4b4ekIkEQ-1-0

Nike Logo: www.pngall.com/nike-logo-png

Using InDesign to Create a Magazine Spread

This is the first time I have used InDesign this extensively. Although new and challenging at times, it was fun being able to create a magazine spread using the new skills I learned.

Some of the requirements for this project were to use InDesign, have 3 pages in total and 1 spread, use a 2+ column layout, break up the article with headings, have a pull quote, use 2 relevant images, have a word wrap, have consistent headings and body copy, and have contrasting typography.

With this project, I also had to determine who my target audience was and what message I would deliver that audience. The audience for this particular project were men and women between the ages of 18 to 24 attending Brigham Young University-Idaho. I determined that the message I wanted to communicate with them was the importance of temple attendance while you are in your youth. It is a great habit to develop while in our youth, especially during our college years while we are living on our own.

The next thing I had to do was sketch my design. Having the sketches at hand made it easier for me to know how I wanted my final design to turn out.

Photo by Trevor Albrethsen (Personally Taken Photograph)

For typography, I chose two two contrasting typefaces. Having contrast between fonts makes it easier to read what is on a page. It also leads the eyes of the audience. They will know where to go without really needing to think about it. For the title of the article, I chose a Serif font named Adobe Garamond Pro Bold. For the body of the article, I used a Sans-Serif font named Avenir Light. Because the two fonts are from different typeface categories, the fonts provide a contrast that is pleasing to the eye, but distinguishable enough to not conflict with one another.

Each section is dividing by font that is bigger to help the audience know what will be talked about in the ensuing paragraphs. I also used a pull quote that reminds the audience what the article is about. I feel it does a good job of providing hope.

Photo by Trevor Albrethsen (Personally Taken Photograph)

Lastly, I chose a greenish-blue color and a darker gold color because the colors contrast one another quite well. I wanted colors that more or less matched the colors found in the photographs of the article. I feel they compliment the photographs. On the second page (shown above), the pull quote is inside the dark gold box.

The photographs are relevant to the article. They were taken at an LDS temple and display the beauty and peace that can be found at an LDS temple.

Typography and photography go hand-in-hand in design. They can be used to create beautiful designs that are informative and pleasing to the eye. It was a little hard making sure I implemented each element of designed I aforementioned, but I think it turned out quite well.

Original article can be found here: https://www.lds.org/general-conference/2016/04/see-yourself-in-the-temple?lang=eng