ART DIRECTION
ILLUSTRATION
Traworld
Role /
Idea
Art Director
Designer
Illustrator
Agency /
Makani Creatives
Year /
2018
MORE YOU
MY ROLE & OBJECTIVE:
The objective was to develop a print ad campaign for Traworld, a travel luggage brand, highlighting their new range of extra spacious bags. My role as a Senior Art Director was to come up with a creative idea to stand out in a cluttered market and execute the print ad campaign.
STRATEGIC APPROACH:
After reviewing Traworld's products, we discovered that the new range offers 30% more space. This led to the insight: "More space for more you." To convey this idea, we decided to use a humorous contrast. Instead of traditional product-centric visuals, we focused on illustrating two distinct contrasting scenarios.
Partnering with an illustrator, we designed creative illustrations that cleverly showcased the message of additional space within the silhouette of the bag. This approach effectively communicates the benefit of having more room for a more versatile travel experience.