I was in charge of creating two of the advertising executions and designing the tangible pitchbook. For one of the executions, I decided to create a Facebook countdown campaign, in which customers had a chance to win one of four prizes in the weeks counting down until the grand opening. The prizes would include some combination of t-shirts, coffee mugs, tickets to the soft opening, and coupons for free Canadian dishes. I chose to do a Facebook campaign for a few reasons. First, Facebook pages are a great way to legitimize a brand in the eyes of the public and would be a great tool for the restaurant to create and promote future events. Second, Facebook reached our two target audiences, and the coupons offered in each prize will drive these customers to the restaurant. Finally, by making the Canadian dishes a chief part of the contest, I thought this would help further promote the unique Canadian cuisine that the restaurant would offer, helping to differentiate it from other similar cafes. I created the mock-up Facebook posts with Adobe Photoshop for the images in the “posts” and Adobe Illustrator to create the actual “posts.” All five of the posts took about one day to complete.

For the second execution, I chose to do a short promotional video that would be shared on the restaurant’s social media platforms and on their website. The script, I figured, wouldn’t be permanent, but I created a script that outlined ideas that would be important to include in the final video. I thought the video would be a good execution to introduce the restaurant to the public, as it summarized basic information about the brand, described its offerings and embodied the brand’s values. Moreover, videos are not only easy to share, which would help to spread awareness of the restaurant leading up to the opening, but they’re also reusable, so the video could continue to be used after the initial opening period. To make the storyboard, I created about 15 different vectors to portray potential shots in the video, using Adobe Illustrator for both the vectors and the final storyboard. The complete storyboard took about three days to complete. I also created a quick animated-preview of the video, using Adobe Premiere Pro, so that the client could get a better feel for the video. 

 I struggled the most with the pitchbook. Because I’m not super familiar with Adobe InDesign, it took me a while to get a hang of things. However, the more I played around with it, the more I got the hang of things. I work best when I organize my projects and visualize the specific aspects ahead of time, so I decided to draw out the design of each page on notecards before I actually started making the project. This helped immensely, as it gave me something to follow throughout the creation process. One of the other group members also created a branding and style guide, which further made my job a easier. 

I struggled the most with the pitchbook. Because I’m not super familiar with Adobe InDesign, it took me a while to get a hang of things. However, the more I played around with it, the more I got the hang of things. I work best when I organize my projects and visualize the specific aspects ahead of time, so I decided to draw out the design of each page on notecards before I actually started making the project. This helped immensely, as it gave me something to follow throughout the creation process. One of the other group members also created a branding and style guide, which further made my job a easier.

During the process, I found Unsplash.com, a website that has a variety of high quality stock images for free use. I think these images really gave the pitchbook a sophisticated design, and I recommend this website to anyone who needs similar images.