Client:
A high-end shopping mall seeking a visually appealing and engaging digital advertising campaign to promote its luxury shopping, dining, and leisure experiences.

Objective:
The goal was to create a cohesive and visually striking social media campaign that highlights the mall’s offerings while maintaining an elegant and premium brand identity. The campaign needed to be optimized for multiple digital platforms, including Instagram (feed and stories) and Facebook, ensuring a seamless and immersive experience for potential visitors.

Strategy & Approach:

1. Concept Development

• Developed a creative direction centered around the theme Shop, Dine, Fun to reflect the mall’s diverse offerings.
• Selected a color palette to enhance the luxurious feel of the campaign.
• Chose modern, elegant typography to align with the brand’s upscale identity.

2. Visual Design & Execution

• Curated high-quality lifestyle images from open sources and client-provided assets to ensure a premium look.
• Created three distinct ad variations, each focusing on a specific experience:
• Shop – Highlighting luxury retail brands and exclusive fashion collections.
• Dine – Showcasing fine dining experiences within the mall.
• Fun – Emphasizing entertainment and leisure spaces.
• Implemented layering techniques, transparency effects, and soft drop shadows to ensure readability while maintaining a sleek aesthetic.

3. Color Exploration

To maintain the luxurious and sophisticated feel of the campaign, the following color palette was used:

• Gold (#C4A87C): Represents exclusivity, luxury, and elegance.
• Deep Navy (#2E4057): Adds depth and a high-end feel, balancing the lighter tones.
• Warm White (#F5F5F5): Ensures readability while evoking a clean, premium look.
• Dark grey (#858585): For typography 

The selected palette helped create a refined and timeless aesthetic, ensuring consistency across all visuals.

4. Optimization for Digital Platforms

• Designed assets for Instagram Stories, Feed Posts, and Facebook Ads, ensuring each layout was formatted for optimal visibility.
• Exported high-resolution JPEGs (300 PPI) for maximum clarity, allowing social media platforms to optimize without quality loss.
• Tested multiple design iterations to achieve the best balance between visual appeal and brand consistency.

Challenges & Solutions:

• Maintaining readability on high-contrast images: Solved by using semi-transparent overlays, feathering effects, and optimized typography.
• Ensuring consistency across multiple ad formats: Used Adobe Illustrator’s Artboard system to design and export efficiently while keeping branding elements intact.
• Balancing elegance with engagement: Applied subtle motion-inspired elements, making the static ads feel dynamic and engaging.

Results & Impact:

• Successfully created a visually cohesive and premium social media campaign tailored for luxury retail marketing.
• Developed multiple ad versions, providing flexibility for the client to use across different marketing channels.
• Ensured all deliverables were client-ready, with an efficient approval and revision proces