Ad Campaign — Harmless Coconut Water

This student project had us choose a product that was healthy to create an Ad Campaign. I chose Harmless Harvest Coconut Water, after much research as I thought it had a lot of nice visuals associated with the product, palm trees, bright vivid waters etc. I found the main element included in their official advertising messaging was that their water had a 100% natural pink hue to it. Thinking I could expand on the idea in a fun way I got to work brainstorming. I went with a setting fitting for the tropical environment coconuts come from, with that added element of that natural pink hue to water throughout the ads. In this three-part ad campaign I had the coconut water go on a journey through each advertisment telling a short story. From splashing into the water, to being found by a diver…and a shark. To finally having slightly bloodied water surrounding and on the coconut water bottle emphasizing the tagline that unifies the whole campaign that the product is in fact “Harmless… From Its Source”. The process of creation involved several stock photos I had to find and manipulate in a manner to match its surrounding environment/lighting and vision for the ad campaign. The software I used, Photoshop.