This advertising campaign for Barnes and Noble booksellers centers around the idea that finding solace in a good book can provide an escape from the stressors and chaos of everyday life. Barnes and Noble is unique in the fact that they continue to sell tangible books in the rapidly expanding digital age, and therefore the campaign had to highlight that the physical aspect of printed books is grounding and comforting to many.
The advertising campaign includes a 15-Second Preroll Storyboard and Script, an Instagram Grid (9-Box), and an Instagram Story (3-Frames) design. In addition, a commercial series was designed to support the static deliverables.
The 15-Second Preroll Storyboard and Script illustrate the chaotic atmosphere of a crowded and noisy subway train, and show the calming effect that reading can have in stressful situations. As the frames continue to grow more chaotic, the background noise such as people talking loudly on the phone, music, and crying babies continues to crescendo, until the woman in which the story is centered around is able to "escape" into her book and find peace despite the chaotic subway atmosphere.
The Instagram grid was designed using the "Puzzle Grid" approach for the layout, where the nine individual frames collectively create a cohesive and related design. The chaotic scenes from everyday life begin to blur together to create an overwhelming effect in order to allow the solid square in the center to stand out as an escape, thus reinforcing the meaning of the campaign. The branded Barnes and Noble green was used in order to connect the social media assets to the brand identity.
The three Instagram story full-screen frames were designed in order to entice the viewer to click through the frames. The book with the title of "escape" prompts the viewer to click on it, leading them to the next frame in which the book is open and the clutter moves to the background. Allowing the viewer to interact with the design shows them how interacting with Barnes and Noble will allow them to experience a similar effect, in which purchasing a physical book will allow them to "find their escape" from the chaos, clutter, and business of everyday life.
This commercial series is an advertising campaign for Barnes & Noble booksellers, formatted for Instagram stories. The advertisements feature a rapid series of busy life events such as driving, working, and chores, then cut to a peaceful scene of a person reading. The purpose of this series of commercials is to highlight how purchasing books at Barnes & Noble offers an escape from the business of everyday life, allowing the reader to take a break and find their peace, escape, or calm.
Below is work from my sketchbook in developing the campaign and sketching initial concepts for the deliverables.
