Standing Out in a Saturated Digital Space
In the fast-paced world of luxury branding, where consumers scroll past thousands of images daily, capturing attention requires more than just beautifully shot campaigns. In an era where entertainment drives success and authenticity is paramount, mixed media illustrations are emerging as a powerful tool to engage audiences on a deeper level. These dynamic, multi-sensory creations break free from conventional advertising and provide brands with a way to stand out in a saturated digital space.
Why? Because it breaks the pattern of conventional advertising, offering a fresh, tactile, and emotionally engaging experience. As consumers’ attention spans shorten and their expectations evolve, brands must go beyond one-off sponsorships and create content that resonates authentically. Co-creating with creators and their communities allows brands to develop content that feels personal and emotionally impactful. The rise of AI has also made consumers increasingly appreciative of hand-crafted work. People are growing tired of the "perfect influencer content" that is overly staged and follows predefined aesthetics.
Mixed media illustration, with its bold layering of materials and innovative use of textures, taps into the growing desire for multi-sensory experiences. A recent WGSN report reveals that 63% of consumers crave content that engages more than just the eyes, demanding visuals that evoke deeper emotions through sound, movement, and touch. This approach is gaining traction as consumers grow increasingly tired of the "perfect influencer content" that feels too polished and formulaic. People are yearning for originality, surprise, and emotional resonance—qualities that mixed media illustrations deliver in abundance.
When I saw an opportunity to create work alongside other talented illustrators for Zornna, a young premium handbag brand, I wanted to go beyond traditional digital work and experiment with a mixed-media approach. With a background in Fashion Design, I took inspiration from their Fan bag sewing pattern and bold colours, reconstructing them using acrylic paint, crafting a texture that closely resembled leather. This illustration felt both familiar and refreshingly new, blending craftsmanship with artistic interpretation. By turning the process into an Instagram reel, with stop-motion elements showcasing the bag’s transformation, I created an immersive, visual story that engaged the audience and built excitement around the product.
The reel gained traction, and combined with other content forms like stories and posts attracted new followers, increasing engagement and brand recognition. The brand co-creation process with talented fashion illustrators diversified their content going beyond photography and product videos.
I believe, that for brands looking to stand out on Instagram, experimenting with mixed media is a powerful strategy to stay relevant and fresh. It’s more than just visual appeal; it’s about creating content that is multi-sensory and authentic. By co-creating with artists, prioritizing consistency, and remaining agile, brands can forge lasting relationships with their communities. The digital landscape may be crowded, but mixed media illustrations offer a way for brands to break through the noise and truly connect with their audience.
I believe, that for brands looking to stand out on Instagram, experimenting with mixed media is a powerful strategy to stay relevant and fresh. It’s more than just visual appeal; it’s about creating content that is multi-sensory and authentic. By co-creating with artists, prioritizing consistency, and remaining agile, brands can forge lasting relationships with their communities. The digital landscape may be crowded, but mixed media illustrations offer a way for brands to break through the noise and truly connect with their audience.
