Using a Visual Metaphor to Design an Ad for Patagonia.
As part of the Design II - Collateral Communication Course in the Design Communication Arts Program at UCLA Extension.
THE CHALLENGE
How can a visual metaphor be harnessed to craft a compelling advertisement for Patagonia, a brand renowned for its sustainable outdoor apparel and unwavering commitment to environmental advocacy? The challenge lies in encapsulating the transformative impact of sustainable clothing on our environment – walking away from a world of fast fashion, environmental destruction and pollution, into a thriving, green world of environmental consciousness and sustainable fashion.
THE SOLUTION
In response to the challenge, I conceptualized an advertisement for Patagonia utilizing a powerful visual metaphor. The imagery portrays a figure walking away from a landscape scarred by the consequences of fast fashion and environmental degradation. This symbolic stride leads into a lush, green world, evoking a paradigm shift towards environmental awareness and the adoption of sustainable fashion.
This visual metaphor encapsulates Patagonia's mission to not only provide sustainable outdoor clothing but also to inspire a collective effort towards preserving our planet. It communicates the brand's dedication to combatting environmental challenges and encourages consumers to be conscious advocates for the natural world.
