city project
Hamburg

City Campaign Project: Hamburg

Assignment:

"During a five-day study trip to Hamburg, gather visual material from key locations and develop a campaign aimed at raising awareness about the impact of mass tourism. The campaign should specifically target a Gen Z audience, using a tone and visual approach that resonates with their values and digital habits. Based on research, select a clear topic and craft a compelling slogan. Choose your own media output and translate your concept into a cohesive series of deliverables."

Tasks for the Project:

- Conducting research into mass tourism, audience behavior, and local context
- Filming locations across Hamburg to gather relevant visual material
- Developing a campaign concept with a strong topic and slogan
- Creating a 45-second motion graphics campaign video
- Designing two animated social media posts
- Producing two static social media visuals to support the campaign

Research & Exploration


This section highlights the initial research phase, focusing on understanding mass tourism in Hamburg and its effects on the city. By analyzing the Gen Z target audience, current discussions around overtourism, and visual references from existing awareness campaigns, a clear direction for the final message was shaped. Moodboards, location studies, and early concept sketches supported the development of a strong conceptual foundation.

Experimental Phase


This section shows a series of visual experiments exploring how to communicate the campaign’s message about mass tourism in a clear and engaging way. Different motion and visual styles were tested to experiment with pacing, composition, and overall impact. These variations helped refine the tone and determine which direction resonated best with a Gen Z audience.

Final Product


The final outcome is a mixed-media motion graphic that blends filmed material from Hamburg with hand-painted elements to create a layered, atmospheric campaign piece. The concept centers on “explore the unexplored,” highlighting abandoned and overlooked locations and showing what becomes of them after people move on. By painting over filmed scenes and animating them in After Effects, the video captures both the history and hidden character of these places. The combination of motion, texture, and music strengthens the message and gives the campaign a distinctive visual identity.