Bank of America Chicago Marathon Campaign 2019
Principle designer AND ART DIRECTION
The purpose of the 2019 Bank of America Chicago Marathon campaign was to feature single runners in their environment, using color to fade out their environments. We wanted to share their stories while interacting with spectators, volunteers, and Chicago.
As the principle graphic designer, I was responsible for collaborating with the Creative Director on creating the campaign, photo selecting and editing, and creating all digital and print advertisements. I art directed the photography, editorials, and advertisements, as well as social media design. Advertisements were seen in the Chicago Tribune digital and print, the CTA, street pole banners in the financial district and at Grant Park, and others.
EDITORIAL and advertisement DESign and Visual direction
Bold graphics and minimal color created a clean aesthetic. Negative space allowed the athletes to stand out, along with city landmarks. Leaning into Bank of America’s primary blue matched the Nike uniforms at the time, providing visual consistency.
Chicago Transport Authority Advertisements
Imagery from photographers were dark from the rainy day of the marathon. I suggested we into lean into that aesthetic, creating layouts and editorials that focused on the runners in the city. We used desaturated color to highlight the participants even more, creating a dreamy effect in Chicago. Below are examples of photography, editorial, and advertising.
PHOTOGRAPHY EDITING DIRECTION
Social media graphics and infographics were clean and simple. They held statistics that the participants found engaging, such as a list of participant countries, finishers by gender, and information about the types of runners. These, paired with photography, created engagement and excitement after the race and in promoting the future race.
Social media design and visual direction
MEDAL DESIGN
We honored Bank of America by using one of their patterns for the ribbon, and the Chicago Board of Trade where runners pass in the early parts of the race. On the back we included all the words that we used in the campaign to create an air of finality and accomplishment.
