Three advertisements for the the Verona Tote based on Edward Hopper paintings.
The challenge was to create a series of three cohesive advertisements that would work as a single campaign. The advertisements should use works by a famous artist as the basis of a commercial promotion for a product. For this project, I chose to use paintings by Edward Hopper and to feature a leather tote by Portland Leather Goods. Hopper’s esthetic and timeless imagery matched the brand’s value proposition and messaging (refined, quality, classic).
In selecting the exact artworks, I looked for images that included a female in a setting where there was a natural opportunity to add a personal bag into the scene. I selected “Automat”, “Hotel Window” and “Compartment C Car”. In selecting the bags to incorporate, I chose to use a single bag in several colors that would complement colors already in the artwork and images to use where the bag could be naturally incorporated into the setting.
THE DESIGN PROCESS
The Verona Tote in honey and orchid
Hotel Window by Edward Hopper
Edward Hopper's Hotel Window is enhanced to feature the Portland Leather Verona Tote in orchid. The purse is added on the floor along the couch.
Using photoshop, I used the selection tools and a mask to isolate the purse from the original image above left. I rotated, flipped and applied several filters and adjustment layers to achieve the texture and lighting that blends into the original painting.
Portland Leather Verona Tote in night owl.
Compartment C Car by Edward Hopper
Edward Hopper's Compartment C Car is enhanced to include the Portland Leather Verona Tote in night owl. The purse is added to the painting on the empty seat next to the window.
Using photoshop, I used the selection tools and a mask to isolate the purse from the original image. I applied several filters and adjustment layers to achieve a texture and shadows/highlights that blends into the original painting.
Automat by Edward Hopper
Automat by Edward Hopper has been enhanced to feature the honey Verona Tote by Portland Leather. The purse is now hanging over the top of the empty chair.
Using photoshop, I used the selection tools and a mask to isolate the purse from the original image. I applied several filters and adjustment layers to achieve a texture and lighting to blend into the original painting.
THE FINAL CAMPAIGN
The three final composite advertisements work together as a three-panel design. The tagline "A private moment, beautifully carried." serves as a reference to both the product and the imagery.
The campaign is extendable to landscape and square presentations.
A landscape billboard of the Verona Tote campaign featuring the honey colored bag.
An empty store front featuring the Verona Tote campaign with the honey colored bag.
And perfect to support in-store promotions.
Two campaign in-store signs within the purse display are of a Portland Leather store.
The campaign designs include social-ready versions.
An Instagram post featuring the Edward Hopper campaign.
