The vast majority of my design decisions throughout development were influenced by my research and the look of previous and existing campaigns. The layout, the monochrome, the font choice, the style of photography were all influenced by what I had identified as trends. The overall look of the image needed to be dramatic and film inspired, I used severe shadows to achieve the necessary drama for the final image. I chose Bodoni 72 Book for my font, I knew a serif font would be the most appropriate choice and Bodoni has a distinct class and elegance to it that suits the style of the advert.
The tag line I chose for the campaign is ‘makes you worth it’ inspired by the Loreal slogan ‘because you’re worth it’. Where as the Loreal slogan informs women that they are worthy of the products, the status version informs audiences that they are unworthy without it. I felt this persuasive and slightly negative tone was necessary for advertising this particular innate need due to the raw yearning to own it. It like the other innate needs are something most people, as it would suggest, need and so the product of status needed to communicate just how essential it is to own it whilst at the same time suggesting what life would be like without it.
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