Pringles Ad
ROLE: Graphic Designer
SCOPE: Graphic Design, Advertising, Branding, Animation
TOOLS: Photoshop, Illustrator, After Effects
DURATION: 1 month
Overview
Pringles is a popular snack brand known for its iconic stackable potato crisps and unique, resealable canister. With bold flavors and a playful brand personality, Pringles has become a go-to snack for parties, gatherings, and everyday enjoyment. The brand's innovative chip shape, variety of flavors, and packaging set it apart, making it easy to share and enjoy on the go.
Creative Process
Sketching, Analyzing, & Researches
The first stage of the process involved gathering inspiration and conducting in-depth research on the Pringles brand. This step focused on understanding Pringles' core identity—its bold, stackable crisps, playful packaging, and history of quirky, fun advertising. To capture the brand's essence, I explored past campaigns, studied Pringles' imagery and slogans, and researched the competitive snack market. Additionally, I looked into consumer perceptions of the brand, noting how it stands out with its unique packaging and bold flavors.
Thumbnails
Developing a Concept
In the second stage of the process, I moved into rough sketching and refining the headline. Using the research from the first stage as a foundation, I brainstormed several visual concepts that aligned with Pringles' bold and playful personality. I sketched different scenarios where the Pringles canister would make an exciting entrance, with ideas ranging from a parachute drop to an explosive burst of flavor at a BBQ. These rough sketches helped visualize how to incorporate energy and movement into the ad.
Design
Digital Compositions
I used Adobe Firefly to generate a vibrant backyard scene with an open sky, perfect for the Pringles ad. Firefly’s AI tools allowed me to quickly explore different compositions, textures, and lighting to capture the essence of a lively outdoor BBQ setting. The wide sky and playful details like picnic tables and a grill enhanced the bold, fun energy of Pringles' "parachute" arrival. This process saved time while maintaining a visually dynamic and cohesive design, aligning with the brand’s tone and narrative.
Concept 1 - A bit cluttered and pixelated
Generated image of new backyard
Concept 2 - Refinements needed
Refinement
Final Ad Design
In the final design, I dressed the parachute man in Pringles-branded clothing to enhance brand recognition and playfulness. I refined the layout to keep the focus on the bold parachute drop and the Pringles canister, adjusting lighting, textures, and movement for a more dynamic scene. I also make changes to the subheadline to emphasize our selling proposition. These refinements made the ad visually striking and aligned with Pringles’ fun, bold identity.
Brand Extension
TV Commercial & Instagram Ad
In these two dynamic videos, I showcase the bold flavors of Pringles BBQ through the original concept by using stop motion, and paper-cut-out elements. The 20-second TV commercial introduces the BBQ flavor through a playful parachute concept, featuring a toy skydiver collecting ingredients and landing into a can of deliciousness. Accompanying this is an 8-second Instagram ad that highlights how ingredients come together to transform into the iconic BBQ can, emphasizing the irresistible crunch that Pringles delivers.
20 Seconds TV Commercial
8 Seconds Instagram Ad