The Coleman Company Ad Campaign

The assignment was to choose a brand and then to choose an artist to collaborate with that brand for an advertising campaign. I instead chose to use a few different artists’ work within the theme of ‘classic landscape paintings’. These paired nicely with Coleman’s camping products.

Coleman Ad Campaign Mood Board

The Inspiration

I first chose the Coleman tent and then considered what type of artwork this would sit well with. I had the idea to use classic landscape paintings from old masters to showcase the tents since they could be displayed in their natural habitat. I created this mood board to gather my ideas. I looked at vintage Coleman ads as well as competitor’s advertisements. I thought the use of bold white text on these beautiful natural settings was eye catching and that informed my typographic choices.

The Process

I seeked out landscape paintings that were recognizable and that already looked like they would have an inspiring place to set up camp. I found imagery of a tent in the setup position plus a hammock and a set of camping chairs. I removed the backgrounds and then placed the products onto the paintings in photoshop and utilized layers, masks, filters and brushes to incorporate the images of the products into the scenes without losing the realistic look of the items themselves. I utilized AI features in Photoshop to add a second tree so the hammock would have a spot to hang. I also used AI features to expand backgrounds and remove unnecessary elements from the original paintings. Lastly I used Illustrator to add the copy + The Coleman Company logo in their signature color.

Coleman Ad No.3 ‘Pack for the Perfect Scene’

Coleman Ad No.2 ‘Prepare for a Picture Perfect Adventure.’

Coleman Ad No.1 ‘Classic Scenes, Modern Gear’

Coleman Ad Campaign ‘Pack for the Perfect Scene’

Coleman Retail Shipping Boxes

Coleman Retail Hang Tag

Here are some ways the brand could expand the ad campaign into some promotional retail packaging.

Retail & Packaging

Coleman Ad Campaign Billboard No.1

Coleman Ad Campaign Billboard No.2

Here are some images of the advertisements showing how they would scale in a billboard format. The strong typography and eye-catching images would garner attention.

Advertisement Applications

Coleman Website Homepage

Here I am showing how Coleman could use the advertising campaign to liven up their homepage. Their webpage could use some updating so I went ahead and did some mockups for a collection and product page as well. A look like this could help Coleman compete with their trendier, newer competition.