Brillen.de
A series of performance-focused static ads for Brillen.de
Introduction
I was asked to create a series of static advertising concepts for Brillen.de, initially working within the brand's existing visual language before exploring alternative creative directions.
The project gave me the opportunity to demonstrate two sides of my approach: understanding and extending an established visual system, then using that foundation to experiment with new audiences, imagery and styles.
The brief
Create a series of static ads for Brillen.de, beginning by working within the visual language of their existing advertising before exploring alternative creative directions.
The approach
I looked at their existing landing pages and social advertising and created a series of concepts that closely followed the visual language already in use. The aim was to demonstrate that I could quickly understand an established style, work within its constraints and extend it with a high level of visual consistency.
Creative Exploration
Once that foundation was established, I began exploring how the same core messaging could be interpreted through different visual styles, audiences and formats.
I experimented with typography, imagery, composition and tone. From a more mature, professional direction to concepts designed to stand out while scrolling on Instagram, and more editorial, print inspired approaches.
The goal was to see how far the creative could move while keeping the communication clear and recognisably connected to the brand.
I explored editorial-inspired layouts and more playful approaches, including a book-cover concept designed with a younger audience in mind.
I wanted to create something that would be a lot more eye-catching to a user scrolling through Instagram, that would also resonate with the largest number of people. The composition feels friendly, and leisurely and is appealing in it’s easy to understand contrast.
I created two images, using AI, of a country landscape, one on a rainy day, the other on a sunny day. I used the text to guide the eye in a pleasant curve. It is clear in it’s messaging and concept, and the contrast makes it stand out nicely.
They strongly encouraged the use of AI in the creation of assets
The final concepts pushed further away from the established brand style, giving me more freedom to experiment with composition, visual storytelling and tone.
These experiments helped broaden the creative possibilities while keeping the underlying communication simple and accessible.
The outcome
The project resulted in a series of static advertising concepts that explored different ways Brillen.de could communicate with its audience.
Starting from the existing visual language, I demonstrated how the brand could be extended consistently before moving into alternative creative directions, audiences and styles.
The final work shows a balance between brand consistency, creative exploration and clear communication. From familiar digital advertising through to more experimental, editorial-inspired concepts.