This conceptual advertising campaign for Indigo Books was designed to strategically drive foot traffic back to physical retail locations following a wave of store closures and downsizing. The project began with in-store observations and strategic mindmapping to uncover emotional touchpoints unique to physical storefronts as opposed to online shopping. The ideation process included 18-20 analog sketches, peer and instructor critiques, as well as thumbnail resizing stages. To bring this vision to life, generative AI was art-directed to translate conceptual sketches into visual assets, which were paired with original campaign copy and finalized in mockups.