Speculative campaign concept
·
Amadora
·
2026
MY ROLE
Creative Direction Concept
DELIVERABLES
Social Media Campaign
TOOLS
Adobe Illustrator, Adobe Photoshop, Nano Banana
THE BRIEF
Festive gifts often get stored away and forgotten. The challenge was to make Amadora's ice cream feel like a gift people would want to open and enjoy immediately, while keeping the campaign playful and premium.
THE PROBLEM
I built the concept around the familiar habit of putting festive gifts away, using humour to turn it on its head. Lines like “Regifting won't work. It's ice cream.” became the campaign's copy engine. Amadora's existing blue and yellow palette, bold typography, warm product photography and generous negative space created a consistent visual direction.
MY PROCESS
The campaign came to life through three social creatives: a stack of gifts tucked away in a cupboard, an indulgent ice cream gift box, and a final campaign reveal. Together, they build a story from a familiar festive habit to the irresistible appeal of ice cream gifting.
The wider proposal included a three-stage social rollout: teasing the idea, revealing the gifting range, and encouraging audience participation after launch.
THE WORK
WHAT I LEARNED
This project reinforced how a simple consumer insight can become a memorable campaign platform. A clear concept, distinctive copy and consistent art direction can connect individual creatives into a larger brand story.
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