Advertising Campaign
Project
In this project I designed an advertising campaign for Subway targeting young adults (18-30) to increase afternoon and late-night sales during off-peak hours.
Challenge: How do we make Subway relevant to young adults during non-traditional meal times and position it as more than just a quick lunch option?
Target Audience: College students, young professionals, and night owls seeking convenient meal solutions that fit their busy, irregular schedules.
Campaign concept - “Recharge. relax. refuel,”
Sketches
Early sketches focused on relatable scenarios from young adult life such as late-night study sessions, office breaks, commuting, and social moments. The sketches tested various compositions and narratives, establishing a visual language that feels authentic to the target audience's daily experiences while maintaining Subway's approachable brand identity.
First Drafts
I spent time refining character development and scene composition, exploring how to balance relatability with visual appeal. These iterations tested messaging hierarchy, color application within Subway's brand palette (yellow, green, white), and how illustration style could differentiate the campaign in a typically photo-heavy fast-food advertising landscape.
Final Illustrations
The final direction shifted to mixed-media collage, combining illustrated characters with photographic food elements and textures. This approach creates visual interest and authenticity, the illustrated figures feel aspirational and inclusive, while real food photography emphasizes Subway's fresh cookies.
