Creating the concept boards to submit for the YCN competition required initially more time that I had accounted for within my time plan. Due to the nature of these concept boards the justification of each campaign element needed to be as succinct and objective as possible to present a strong and confident submission to the judges. For the aesthetic composition of the boards I created a good juxtaposition of context photography to ensure the concept can be judged as feasible and successful both to the audience and environment and studio photography to accentuate the production of the physical outcomes. Titling the boards to explain the key campaign elements worked well in succinctly presenting the concept to the judges and showing every element was consider to create a simple solution that is successful beyond the initial impressions of the brief to promote the brand over a diverse range of platforms and engage a millennial audience to develop brand loyalty with Greenall's Gin.
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