This is a concept of an advertising campaign of X|store, a store that specialises in smartphones and electronic devices in Russia. The idea of the campaign is based on St.Valentine’s. The store offers 14 per cent discount on their products between 13 and 15th of February. Customer provided certain requirements that had to be followed, such as: obligatory usage of pink, a couple of X|store’s products to be depicted in kawaii style, holding hands. Two banners were requested – one for Facebook stories and the other for the landing page of X|store.

Mood board

To start, I collected references on behance:

I used pink mostly and added clouds around the characters to underline the sensation of lightness and happiness on this special day. Instead of hearts I used soap bubbles which added more to the atmosphere of joy, lightness and dreams. The discount message itself is in a bubble, meaning that bubbles don’t exist long, as don’t these short-term discounts.

In this banner I had to create a real-looking collage, but at the same time keep the pink mood, which I achieved through tone and colour correction. Also, February is rather cold and snowy in Russia. Hence the characters are seated in a winter park.