THE (RED) SHOPATHON 2017 &2018

ACTIVIST Campaign

The (RED) motto is, “You may not consider yourself an activist, but we do.” (RED) makes making a difference easier for the consumer. Whether you love the color or the cause, when you choose to buy a (RED) product, you are a powerful force in the fight to end AIDS. We decided to do a shoot bringing this alive to support our December shopping-focused campaign. For the first (ACTIVIST) shoot, I supported our Art Director at the shoot and helped resize assets for the various national outlets. In the second year’s iteration, I worked with the production company from the beginning on concept through casting, day of art direction, and then exported out all the final assets for all platforms.

For the 2018 campaign I refreshed the concept to add in a hand-lettered treatment, and hand drew words to surround the characters. The tagline around this shoot was there are many ways to be an activist, you can use your actions, your voice, or your choice. And choosing (RED) is one of those ways. I hired a photographer and production team, and oversaw the entire shoot including choosing models, which was a major part of this particular campaign. I then created all of the final assets and exported for a variety of print and digital placements.

Top Campaign

Date: November 2017

Art Direction: Brianne Logan

Graphic Design: Brianne Logan, Maggie Burdge

Production Company: The Auxiliary Co.

Bottom Campaign

Date: November 2018

Art Direction & Graphic Design: Maggie Burdge

Production Company: Doyle Partners