Rockin’ Holiday Sale

Challenge: After using the same campaign name for a few years, M.E.S.A. needed a refresh on their annual holiday campaign name and design.

Solution: I was excited to have the responsibility for creative direction for this holiday campaign that would appear in 230+ auto-industry retail stores across the country. Our primary target market consumers were males ages 22 and up, and our members' biggest sale items around this time of year were car audio/speakers. Therefore, I thought of some ideas on how to tie this in with the campaign name, and came to "Rockin' Holiday Sale".
From there, I created the "Rockin' Holiday Sale" campaign logo using Adobe Illustrator. I outlined "Rockin'" and "Sale", and used the pen tool to create "flair" on the end of the letters to give it it's own style.

In the background to the left of the poster, I incorporated a holiday tree. The "branches" of the tree is actually a sound wave, going back to the idea of subtly hinting towards car audio and speakers.

At the bottom center is a collage of consumer items, created in Adobe Photoshop. This included layering (especially the gift box to the left, with the items inside a present box), editing (ie changing app icons on the dashboard screen), and shadowing (notice the front row of items).