The concept of this project was to research The Make-A-Wish Foundation, conduct a case study, and create a conceptual ad series. The Make-A-Wish Foundation is a nonprofit founded in 1981. Their mission is to create life-changing wishes for children with critical illnesses. Their four main areas of impact are strength, hope, transformation, and community. We wanted to focus on one of these concepts to create a conceptual advertisement series for Make-A-Wish and ultimately chose to center the following ad series on transformation.
We communicated the concept of transformation in three different, but related, ways. First, we demonstrated a caterpillar transforming into a butterfly. Next, an egg is transformed into a bird. Finally, a seed is transformed into a flower. These are three different examples of transformation in nature. This imagery paired with the proximity of the text to the logo allows the viewer to conclude that Make-A-Wish values transformation. This is done in a colorful and fun manner in order to attract the target audience.