Palladium: A Conceptual Advertising Campaign

In 2023, I developed a conceptual advertising campaign for Palladium, aiming to reaffirm the brand's identity as the go-to choice for "rebels with a cause." The scope included art direction, brand strategy, marketing and advertising graphic design, copywriting, and billboard and poster design. Deliverables were a billboard design, poster design, and subway turnstile ad design.

Palladium stands out by seamlessly combining contemporary luxury with functionality, targeting adventurous "sporty rebel" types. This campaign's goal was to reinforce Palladium’s target audience of 25-45-year-olds, spanning Gen Z, Millennials, and some Gen Xers, while drawing in new customers.

To achieve this, I focused on the brand archetypes of the Explorer and the Outlaw, emphasizing keywords like radical freedom, rebellion, personal power, enduring legacy, and grit. The art direction drew on Palladium's rich history and vintage appeal, inspired by 60s, 70s, and 80s sports footwear magazine ads and wild west film posters.

Palladium, originally an airplane tire manufacturer, has evolved to produce high-quality shoes that marry performance with innovative design. This conceptual campaign blends historical influences with a modern twist to attract new customers and celebrate Palladium's unique heritage.