This project challenged me to design two Instagram advertisements for the same brand: one aligned with the company’s core values, and one intentionally working against them. Gelly Roll emphasizes quality, creativity, and accessibility, so the primary ad leans into bright color, playful composition, and highly visible pens to immediately catch attention in a fast-moving social feed.

The second piece flips those ideals into an “anti-ad,” reframing the product as cheap, exclusive, and overly conformist. To support that concept, the design shifts toward muted, familiar office-supply colors and a deliberately generic layout, paired with a pen style that feels forgettable rather than expressive. Placed side by side, the two ads highlight how visual decisions alone can completely reshape a brand’s message and perceived audience.