An Impactful Elevation of Art Direction
Client: Fenix Shopping Mall
Background:
Fénix Shopping Mall is positioned as a neighborhood-friendly shopping destination, tailored to address everyday needs rather than catering exclusively to high-end customers. Emphasizing accessibility and convenience, it falls within the lower-grade shopping mall category, prioritizing a diverse range of services and offerings for the local community.
Art Direction:
A thorough and impactful elevation of the brand thanks to thoughtful art direction (offline & online) within the category mentioned above.
In order to uplift the brand I was chosen to be the art director in charge of all campaigns. The task was huge because the brand lacked recognizable visual style and felt very outdated. The only challenge was a particularly low budget which we creatively solved by location (in the actual shopping mall which allowed us to stay on one location throughout the photoshoot) and cast (the shopping mall staff participated which not only resulted in lower production costs but also in better team spirit at the mall).
I was able to bring a new perspective to the project and build a new visual direction from the ground up while staying in the given budget. Since I was in charge of the campaigns from ideation to photoshooting, I was able to introduce new approaches thru careful selection of new photographic approaches, colour palettes, costumes, cast, locations, etc.
Thanks to that, I carried out a new and impactful visual style that sets Fenix Shopping Mall apart from its competitors within the category. We were then successfully able to not only raise the number of visitors but also (and more importantly) the image of the Fenix Shopping Mall brand.
Client: NC Fénix | Agency: VMLY&R Prague | Creative & Art Direction: Alena Srostlikova | Copywriter: Alena Srostlikova, Ondrej Doskocil, Johnny Gaponenko, Dana Nerudova | Account Manager: Michaela Vlcanova, Linda Capova | Photography: Jakub Koutny | Production: Tomas Tomasek
Before
The art direction looked like this before I started working on the brand in 2021:
