The brief
Belzona, a Florida based boat company, needed to launch its new 27CC vessel, but the marketing materials had to be created before the team had full access to product photography.
The initial concept ideas I generated, utilized 3D renders of the boat, that could be swapped out with professional photography once production of the vessel was complete. However, delays in production necessitated adapting a different approach for the launch.
Undeterred by the new constraints, I researched classic advertising illustration examples from previous decades along with other concepts that I could translate to illustration. I established a new mood that was energetic, hand-crafted, and simple. Once approval was given on the new direction, I set to work.
The process
I used digital illustration and custom graphics to focus on the boat's key lifestyle elements and features, relying on a close understanding of the boating industry to make sure the visuals felt accurate and credible despite not being photo-based.
The solution
The illustrated marketing materials captured attention and built excitement around the 27CC's debut, contributing to a strong market launch despite the photography constraint.
