The making of the Yandex.Market advertising campaign

Starting to pile up ideas.

The shadows idea. The desired item is seen as a shadow which shows how it will look on a person. “I want a king’s jacket” or “I’ll buy some rock star boots.”

The interactive magazine idea.

The clothes kaleidoscope.

The client chooses the latter idea. Working on patterns. Making sketches. First we create the basic concept, then fill it with details.

Holding a photo shoot for accessories.

Assembling it all together.

Client: The colors are too acidic. Also, remove the neck holes on the gray scarves.

Making the improvements.

Client: Thank you, just what I had in mind. Now everything looks much better.

Making a banner with handbags.

The client doesn’t like the model of the black purse in the middle. He is also not satisfied with the render quality of the blue handbags.

Taking all comments into account. Retouching and adding missing details.

Producing new variants.

Making banners of various sizes.

Now the teaser ads. We start with the Shoes and Accessories sections.

Client: We’d like to discuss the models you’ve chosen. These cowboy boots are not exactly popular today. We can use something more trendy: shoes that you will actually want to buy, not Fairy Godmother boots. On the ad with the scarf I don’t like the color and the texture. Why not spin a warm snuggly scarf you just want to cozy up with?

Drawing another pair of boots and a cozy scarf.

Client: That we like. Thank you.

Fine-tuning all the images.