For this  project I decided to do a GolfWang campaign. I wanted to make some type of
promotion or Advertisement that a streetwear brand could potentially use as a post on their socials, websites, or in any other type of interactions with their audience. When doing research on streetwear brands to promote GolfWang was featured on several lists; highsnobiety.com quotes, “streetwear brands are constantly evolving — and that’s their biggest strength. Social media has torn down the walls between cultures, and that gives designers more scope than ever to do whatever the hell they want.” Streetwear
brands' main audience also happens to intertwine directly with the most active social media users. This is why I went with a streetwear campaign. Brands like GolfWang are in constant search to visually grab someone’s attention. When looking at streetwear websites and social media they have a lot of bright colors as well as different models and images composited into one advertisement. My goal was to recreate some older style streetwear designs with some new. When looking for inspiration I found some of
Golfwang’s own campaign style along with a few other brands I liked. My aim with this campaign is to reach an audience for the company that would entice new people to click on their page or website and hopefully be inspired to purchase from the company. A clothing company like GolfWang likes bright colors and sort of abstract styles of advertising. This campaign would promote their clothing line to their established audience through the iconic GolfWang style and Tyler the creator being at the forefront would ideally bring in more clicks. GolfWang is Tyler the creators company, being the eccentric character he is, I decided to go with eccentric colors and backgrounds throughout the design to tie the campaign to the existing identity.

To start my project I first made a few sketches of a general composition for the different
dimensions used. As I went along I soon realized I needed much more complexity in my project. As I went looking for images I tried to choose photos that brought me inspiration, as well as went well together for my vision. Throughout the process I made sure to keep my inspiration photos on hand to look over at them for a sense of direction. As the project progressed I found myself with more ideas for composition and ended up adding more models and moving things around. I used layer comps to create
my typography and choose what type of font I wanted to use. After I was finished with general composition, retouching, and compositing I did some finalizing through effects and adjustments.

1. Complex Selection
i. To make selections throughout this project I used a variety of selection tools and techniques. For most areas I would create a new layer with a selection through a marquee or lasso tool of some sort to separate the areas I needed to composite from the original images. I then went through and used a combination of color range, quick select, the select and mask panel and manually brushing on layer masks for fine details.
ii. I used each of the selection tools in different areas throughout the project. Color range proved to be most useful when selecting hair and certain articles of clothing. Though after getting about 70% of the selection I would have to go in and refine through a combo of the other methods mentioned above.
iii. I used complex selection techniques to both change the colors of clothes on some of the models. As well as completely change other models' clothes and hair.
2. Retouching
i. For retouching I used a combination of adjustments to correct colors and match colors to their surroundings. I also used various healing brushes to make small retouches to the models and some refinements to the clothing articles. I used blur filters and tools throughout the project to blend hard edges. As well as blend modes and other effects to meet my visual goals.
ii. I used these techniques to accomplish a variety of goals. For example, I used hue and saturation adjustments combined with curves adjustments to change different tones and colors of models skin tones, clothes, and hair. I used overlay, color, multiply and other blend modes to adjust layers with the combined layers below in the project.
iii. I utilized retouching techniques to change the color of the clothes of models to better match the color scheme of the design. I also went and removed a few imperfections throughout the clothes. Lastly, I corrected colors in the hair and blending between masks and different images.
3. Compositing
i. To composite I used a lot of layer masks, transformations and adjustments. I started by importing all images as smart objects so I could transform them as I pleased without
compression. I then decided what I was going to replace and cropped images accordingly. After I was able to match perspective through transformations and warping I created layer masks and blended with the techniques mentioned above.
ii. This technique made the most sense for my desired result. Since I was replacing lots of articles of clothing I needed separate masks for the same image most times. So being able to work in an organized fashion was a priority to achieve the right effects.