48 kopeek is a brand of the Nestle Company, one of the leaders of the Russian market in the ice-cream segment. This ice-cream has many different flavours and forms. These key visual and TVC were made for the new flavour, which was introduced to the market in 2016. During this project I was working mostly on a key visual under the guidance of an art director and was helping him in illustrating the storyboard for a demo part.
The 48 Kopeek ice-cream is a family targeted brand, so the key visual and the TVC are centred around family and their values and are light-hearted and kind. In the case of the key visual the major priority was to illustrate the flavour. Thus you can see the ingredients and the inside of an ice-cream very clearly. After this key visual was chosen I've written the production brief and controlled the production process on several stages. After that, a horizontal and vertical formats were created for an outdoor advertising.