Coco

A digital campaign focused on promoting design as a career choice, to challenge the current academic decline in creative subjects. What started as inspiration from a 10 year old from Japan with exceptional styling and creative freedom, my digital illustration soon became a brand identity concept, turned campaign, with a strong meaning. 'The power of being fearless' - a phrase to encourage action over fear of failure, similarly to Nike's 'Just do it'. The art direction focuses on combining dominant and enticing visuals, giving a youthful feel to solidify content strategy, influence and inspiration towards the target audience. From webinars and creative workshops hosted by Coco's design industry friends and connections, the campaign aims to build a community of young and ambitious designers. Introducing them to career opportunities, and all together bridging the gap between a lack of awareness in education and the reality of a thriving creative industry. The campaign is advertised through social first assets, digital billboards and print based elements to drive engagement and gain exposure for young creative influencers like Coco.