Brand Research and Profile

I chose to create an ad campaign for Madewell because I resonate with the brand’s focus on quality, timeless designs. I also appreciate Madewell’s consistent effort to improve products and create more sustainable initiatives.

Campaign Inspiration and Concept Boards

To come up with my campaign concept, I first researched previous Madewell ad campaigns and created an inspiration board.

My concept explores a post-pandemic feeling of togetherness in which friends happily reunite, immersed in nature.

Styling Inspiration Board

I put together a styling inspiration board to help plan the looks featured in my campaign shoot. Since Madewell is a very denim-focused brand, I knew I wanted jeans to serve as the foundation for each look. I also chose some dainty floral prints along with leather accessories.

Hair, Makeup, and Accessories Board

I gathered ideas for this board to plan how I wanted to accessorize the looks. I took note of the gold jewelry, wavy hair, and subtle hair accessories. These inspired some of the very natural hair & makeup looks featured in my shoot.

Photography Style Board

I researched past Madewell campaigns to get a sense of the photography style. These photos combined casual and editorial styles. Gathering these images allowed me to communicate with my photographer so she understood the look and feel I was going for.

Pose Inspiration Board

I collected inspiration images from previous Madewell campaigns to understand how I wanted the models to interact during the shoot. I wanted to convey a sense of playful togetherness through these kinds of poses.

“For Placement Only” Ad Collages

I used Photoshop to collage landscapes and images from previous Madewell campaigns to demonstrate what I wanted my campaign to look like. This helped my production team understand my vision and how I wanted the photos to come to life.

Shot List & Storyboards

I sketched out 20 storyboard thumbnails along with a shot list to plan different poses, angles, and shots. This also helped me communicate my ideas to the photographer and direct my models during the shoot. With this plan, I was able to make sure I got a wide variety of shots to choose from.

Ad Campaign Flats

I used Photoshop and Illustrator to use my final images and create ad campaign flats to show how I wanted to display the brand logo, imagery, and text. These flats were then translated into final ad campaign mockups for web, social media, print, and billboards.