The goal of this project was to create an engaging and inspiring ad series. I wanted to highlight how easy it is to bring CLIF with you. It’s a small bar in convenient packaging. CLIF’s energy is very active and inspiring. I took inspiration from their existing packaging and tried to capture the same athletic energy. I did this by illustrating athletic bags and using athletic settings. I also used bright colors to create that same energetic feeling.
Concept // Photography // Photo Manipulation // Layout
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/ef58cf58-b90a-4658-800e-b76a9e806c4a_rw_1200.jpg?h=f87cc5db9b403959130dafb7921dbade)
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/2f6d6693-7042-4ed5-bd25-95d7ad59262f_rw_1200.jpg?h=08af5c15e6c5f5de8218494a0f9f1338)
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/778afea3-caf2-48fa-9b03-69972866d7a8_rw_1200.jpg?h=bf1e2486c184d93ccf7d7e50a872182f)
The first concept for this series was "Energy when you need it". I already knew I wanted to include athletic bags in the ad, the challenge was deciding how to display the bar along with the bag. This was my first idea sketched out.
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/67131549-b84f-4190-a9ce-40ce94706113_rw_1920.jpg?h=e46c3047d0f4d7a3932f778d6d3f1f2f)
The ad was starting to take life! After further exploration, the headline became "protein on the go".
I settled on drawing a simple outline of the athletic bags to frame the CLIF bar and sourced some
photography for the background environment. I also made sure to match the backgrounds to the
CLIF packaging that features famous athletes.
I settled on drawing a simple outline of the athletic bags to frame the CLIF bar and sourced some
photography for the background environment. I also made sure to match the backgrounds to the
CLIF packaging that features famous athletes.
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/dc138f7b-724e-4766-a827-80c3c443a11f_rw_1920.jpg?h=e70ef6fdf678e49de7707d0391610c18)
A look into my photoshoot setup and sketches of the athletic bags for the ad series.
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/ba0c0c5b-4fdc-43de-93d1-c6761eef7513_rw_1920.jpg?h=1a8bf6cca700c5aa4292d568019d4329)
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/4e778225-84cb-46ab-b8cb-69b6d6a6caed_rw_1920.jpg?h=48cf13658981aaec4bd8976c16904424)
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/7cdc9045-1fb8-46cf-bd55-8fe39683d532_rw_1920.jpg?h=437a335f303964e4a92299b4dcc21539)
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/7af79b9a-0135-49f5-89a0-7e4dead132df_rw_1920.jpg?h=6860cd790c075d0e40b944fbd4c3071a)
Social media posts
As part of the ad series, I created some Instagram posts and a reel to promote the brand further. I wanted the CLIF packaging to stand out; I chose to simplify the poster design and use the same visuals in the social media posts. The reel is a short and playful video made using After Effects to promote CLIF and its excellent source of protein.
![](https://cdn.myportfolio.com/bca599c0-49c9-450f-8e7d-50b1060dca5e/77e278c2-594d-4f01-91f9-6726018225e7_rw_3840.jpg?h=17efa7473ff89441d530455f53adf837)