Goal

The Carl Zeiss team was preparing a campaign for the Fall of 2020 in China and needed a key visual.

The main goal for me was to edit the key visual of the advertisement campaign according to the visual identity of the brand.

I have used Adobe Photoshop to adjust different components of the original image. The colors in the background needed to have a more "washed out" feel in order for the main figure to stand out more. The figure of the woman holding a smartphone was also edited to look brighter and match the tones of the background. These are all design decisions that I have taken from Carl Zeiss's brand identity.

Inspiration

My inspiration for this project came mainly from similar photos from the advertisement campaigns of Carl Zeiss and their specific details. The brand has a particular visual style and it was important for me to understand it and implement it in the new visual.