As one of the illustrators in our tem, my job was to come up with thumb nail sketches for the ad campaign. As a group we decided that we wanted a raw, earthy feel with an organic touch to it. This is the mood bord I came up with:

The target audience of this brand would be a young (16-30+) active/sporty people. This means that the audience we would be aiming at would be surf/skate/board people.

We also decided, unlike DECEs competitors who use profesional sporting models a lot of the time to advertise their brand, we wanted to go a step in the opposite direction and suggest that the wearers of DECEs products aren't necisarily people who take part in the specific sport that is used to advertise the brand. This wasa piece of information thrown up fro a survey we sent out to potential users this product. We decided to illustrate our ideas with characters standing, looking on at the sport/activity they could be doing. The DECE lable will then go on the top left hand crner & the strap line will be placed in the bottom right.

I then went on to develop some of these further & include new activities to give an idea of the range of activities/sports DECE could aim at advertising to:

With the above 2 images, I tried putting in another layer to the image by sticking the palm leaves & toad stool on top of the origional image. This didn't really add much to the images in my opinion so I carried on developing images: