Social Media Campaign Ads

Case Study

This case study presents a project focused on developing advertisements for a social media campaign initiated by a Fortune 500 company. The selected company is Gatorade, a subsidiary of PepsiCo.

The campaign showcases advertisements featuring athletes with disabilities, highlighting their skills and achievements beyond their challenges. Three of the six ads produced emphasize imagery, while the other three prioritize typography. Each ad is designed to maintain cohesion and flexibility in layout, allowing for the seamless addition of future advertisements.

Disclaimer: This case study is a qualitative descriptive research project intended solely for educational purposes. It is not affiliated with Gatorade in any capacity.

One challenge faced while developing this project was steering clear of AI-generated images and sourcing free-to-use visuals. All the images displayed in the ads below feature real athletes, not AI creations.

Exploration:

  • What grid should the ads follow?

  • What font choice would best fit the theme while still being recognizable for the company?

  • Should the background of the type-focused ads have something within it?

  • Should the images follow a pattern?

Findings:

  • All ads share the same grid for layout whether typographic or image-focused.

  • The final selection for a font pair is Tisa Pro and Century Gothic.

  • The typographic-focused ads have self-made bubbles in the background so the ad doesn’t feel empty but is not the dominant feature.

  • All images feature athletes outdoors with a similar color palette for cohesion.

Each of these ads has been carefully reviewed to ensure adequate color contrast, allowing them to be accessible to individuals with all types of color blindness.

Mockups:

Credits to:

  • Image-focused imagery:

    • AdobeStock_340742453 by pressmaster

    • AdobeStock_486237086 by Drazen

    • Image by Freepik: <a href="https://www.freepik.com/free-photo/full-shot-smiley-man-wheelchair_25959897.htm#fromView=search&page=1&position=7&uuid=3efa24fc-71de-4bdd-9707-86fc8fcc698f">Image by freepik</a>