I started this campaign off with my tagline and concept of "What's missing here?". I knew I wanted to show burgers and fries off the bat and after brainstorming for my third object, I landed on hot dogs (controversial, I know). For typography, I played around with the classic Heinz typeface and an outline of the type to imply something missing. I landed on having the tag written in ketchup, to literally answer the question of "what's missing". I also played around with using illustrated food imagery but instead decided on using photography as it felt more authentic to food-based advertising. My initial digital roughs were mostly focusing on layout and composition. When I decided to add the gradient red background, it brought the ads together and made them feel more like Heinz branding.