Ritz x Great American Eclipse 2024

Ritz x Great American Eclipse is a conceptual advertising campaign created around the 2024 total solar eclipse, combining one of America’s most recognizable snack brands with the visual language of a once-in-a-generation astronomical event. The campaign reimagines the familiar circular shape of a Ritz cracker as part of the eclipse itself, using phases of coverage, glowing corona effects, and dramatic black backgrounds to create a playful connection between the product and totality.

The collection includes campaign advertisements, eclipse-inspired product compositions, and promotional eyewear concepts designed to feel cohesive across multiple formats. Bold typography, simplified layouts, and memorable lines such as “See the Dark. Feel the Light.” and “America, Look Up.” help give the campaign the scale and excitement of a major national event while maintaining the approachable personality of the Ritz brand.

The project demonstrates my approach to concept development, advertising design, visual storytelling, brand integration, typography, compositing, and campaign consistency, transforming a simple product characteristic into the central creative idea of an entire campaign.