FORM/DAY is a self-initiated concept project exploring paid social advertising for a fictional functional coffee brand combining coffee and creatine.

I developed a series of static social ads, each exploring a different creative approach, from product benefits and convenience to performance, lifestyle and curiosity. The aim was to create a variety of messaging and visual concepts that could appeal to different audiences, rather than simply producing variations of the same advert.

Self-initiated concept project. Photography created using generative AI and art-directed for the campaign.