Freelance graphic designer based in Long Beach, Southern California.
Practice & Pedagogy
 Bob Murphy Access Center
 Dissonance
LUZ SP18
Binaca
Cultural Dualities
Windex
From Within
Posters

BINACA

Ad Campaign
Breath Spray 


Case Study
Art Direction, Photography
2018
Binaca is an American breath spray product that has become a vernacular material, an obscure product you pass by grocery aisles. It also has no active advertising campaign has been implemented recently. Blending the campaign’s vernacular approach with an element of high culture may put the spotlight back onto the product.

Prompt

Present an ad campaign for a classic breath spray without losing its core values.

Design

The overall idea is to add sophistication to an arguably outdated campaign approach.
“IT IS NOT CHIC TO REEK”
One of the brands’s archived slogans will provide a great reference point on how to shape the campaign.
Three Peaches on a Stone Plinth, 1705. Rijksmuseum. Stilleven, c.1644 - c.1666. Rijksmuseum.
Dutch still life paintings perfectly represent sophistication, as they are elegant without being too outlandish, a good compliment to Binaca’s very democratic product.
Two wedges of cheese inside glass cloche. The word Binaca is etched on glass cloche. Shallot inside glass cloche. The word Binaca is etched on glass cloche.
Inspired by the Dutch still life paintings, the images’ sepia setting becomes the general look of the campaign. Binaca is then represented by a simple, elegant cloche; not only it displays objects that cause bad breath, but also contains the bad breath itself, represented on the images as a visible green vapor.
Binaca ad on a sidewalk billboard Binaca ad on a building billboard Binaca ad on a billboard

Freelance graphic designer based in Long Beach, Southern California.


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Some works were designed as either studies or used in academic settings.

No copyright infringement intended.
Some works were designed as either studies or used in academic settings.

No copyright infringement intended.