The goal was to create a series of advertisements for any brand. I had chosen TomboyX, who deal with making boxers,apparel and accessories for women (tomboys and bad-ass active women in particular). There were three print/digital ads and an outdoor interactive installation made.

Advertisement No 1 - This ad was made keeping the gaming community in mind. Bringing out the fact that they aren't damsels in distress, but fierce amazons.

Advertisement No 2 - This ad targeted the physically active and butch women, emphasizing that when you're a TomboyX wearing bad-ass, you can take on any challenge.

Advertisement No 3 - A simple typography ad,This was made in keeping the whole of the tomboys and the cool chicks out there. The message it conveys is that TomboyX will take care of matters here while you go and be general bad-ass.

Advertisement No 4 - This one is an interactive installation that will be placed in shopping malls, airports or any other commercial spaces that attracts huge crowds. It contains a punching bag placed inside a boxing ring. The aim is to get the public (women) to try to kick the punching bag, which is placed fairly high off the ground. The task can be taken up as a fun game or challenge. If one does kick the bag, then a brochure containing info on the product line will be dispensed by the installation. This acts as an additional object for brand recall and also as a reward for undertaking and winning the challenge.

If one kicks the bag, then a brochure containing info on the product line will be dispensed by the installation. The brochure falls out through the front, and is achieved through a pulley mechanism attached to the punching bag.

Brochure that the individual received if they had kicked the punching bag.