HomeSense is a North American retail chain that specializes in home decor.
The challenge for this project consisted of designing an attention-grabbing campaign to advertize HomeSense products in the specific context of redecorating or revamping one's home decor. A particular challenge was designing for multiple media in various formats, including large print ads, billboards, web banner ads, and Facebook banners.
The process involved creating separate and contrasting moodboards based on a comparative market analysis of past campaigns, competitors' campaigns, and HomeSense's target audience. I then developed three possible campaign concepts, ranging from serious and polished to humorous and light-hearted.
I chose an approach using a play on words, using the expression "The Elephant in the Room", and photographed ugly, outdated fabrics, which I then applied to a simple elephant shape. The resulting campaign is eye-catching and memorable.