Graduation project (The Art of Melancholy/Tumblr)

This is an ad campaign for Tumblr that I did for my graduation project. The campaign is based on emotional acceptance and nostalgia. This ad aims to reconnect Tumblr with its users.

THE BIG IDEA:
Throwing back to the Tumblr trend #sadgirlaesthetic during the 2010s, the campaign aims to reconnect with the Millennial users who were the ones who live through the trend as well as inviting the Gen Zers to participate in it. This campaign encourages users to relive the nostalgia of the internet, where many users find comfort in the community that is built within Tumblr. Tumblr is able to unite many users with the same interest even down to the niche, focusing on stories and conversations that matter.