Designlab Learning
Summer Plans Digital Campaign
With UX Academy, you don’t have to choose between enjoying your summer or changing your career. Because the summer months have a history of being the lowest season for enrollments in Designlab’s user experience bootcamp UX Academy, we took the idea of bringing along the coursework with the student and making it part of their summer plans. A digital campaign was created with paid ads developed for Facebook, Linkedin, Instagram, and Google and unique organic social was posted in feed to appeal to the earned audience following the accounts. The imagery was developed by using generative AI capabilities from Midjourney and photo manipulation to show 3D renderings of what it looks like to bring the laptop with you on vacation, and Photoshop’s generative fill feature to show what it looks like when you get to your destination.
This is a refresh of the same campaign done the year before in 2022, this time with bold new graphics that align with the brand identity, push it beyond what the audience has seen from Designlab in the past, and stay ahead of trends and technology developing in design as a whole.
CONCEPTING - ART DIRECTION - EXECUTION
Videos showing the student in their summer travel destination were developed for owned social feeds like Instagram and Facebook. Showing the transition from home office to summer plans connects the student to the message of the campaign and the paid ads if they are served them. These images were developed using stock photography and transforming them into locations that matched the paid ads using Adobe Photoshop’s generative fill function. Combining AI generated imagery with background audio that matches what the viewer is seeing transports the prospective student into a world that could be theirs.
The previous year’s iteration of the Summer Plans campaign featured flat illustration that felt familiar to the Designlab brand while elevating it still to be brighter and more playful. In the newest version of this campaign, the 3D rendered images and extension into photography extend the brand even further.
SUMMER PLANS 2022