The concept of this ad is based off of my strategic media messenger for The Frame Dames. I wanted the concept of the ad to be based off the phrase, "frame your memories." This line adds personality to the ad and allows viewers to relate to the images portrayed.
I wanted to keep the design simple and to the point, less if more. I did this by incorporating one large image and omitting any unnecessary text. The image is of a happy bride and groom, and a decorative frame is literally "framing their memories." This plays off of when people make a frame out of their fingers and hold them out in front of them to imagine what the moment would be like as a photo. This gives the viewer that idea that framing is effortless and convenient, which is another point that was made in the strategic media messenger.
I new from the beginning that I didn't want to incorporate too much text. An ad that has a lot of copy can be looked over by many viewers. People don't want have to read a lot, or even think, in order to understand an advertisement. This is why I kept it simple.
This is why I chose not to incorporate many of the items on the list. However, I did keep the visual, headline (which also acts as a slogan or swing line), body copy and mandatories (in this case they were not legal details, but rather location and contact).
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