ABOVE THE ORDINARY
An Independent Social Media Campaign for AVA Rooftop Bar
Concept & Creative Direction
My starting point was AVA Rooftop Bar's established identity and its emphasis on social experiences. I saw an opportunity to bring greater visual consistency to its Instagram presence while preserving the personality, atmosphere, and community that make the rooftop a destination.
“ABOVE THE ORDINARY” explores that opportunity through nine social media concepts combining editorial typography, lifestyle photography, playful messaging, and AVA's recognizable emerald-green branding.
I approached the collection as a cohesive campaign, balancing cocktail features, event promotions, and relatable social moments. The goal was to demonstrate how thoughtful creative direction could enhance AVA's digital storytelling while staying true to its existing identity.
Design Context
AVA's existing logo, brand colors, social photography, and event programming provided the foundation for this campaign. The proposed designs build on those elements through refined typography, consistent visual treatments, and lifestyle-driven storytelling.
EXISTING INSTAGRAM PRESENCE
PROPOSED CAMPAIGN CONCEPT
SOCIAL MEDIA APPLICATION
A proposed Instagram feed demonstrating how the nine designs work together to create a cohesive, recognizable, and engaging visual presence.
@avarooftopbarcary
PROPOSED CAMPAIGN FULL FEED
PROJECT DISCLAIMER
This independent speculative campaign was created for portfolio purposes and is not affiliated with or commissioned by AVA Rooftop Bar. Original brand assets and photography belong to their respective owners.