Designer ······· Annie Lee Carroll
Medium ············ Print, Digital
Category ············ Advertisment
Date ············ February 5, 2021

Asahi: Be Bold

My Asahi campaign centers around the juxtaposition of the age-old controversial history of japanese tattooing, and the appraised japanese manga style. I wanted to show consumers that stepping out of their comfort zone doesn’t necessarily mean getting rid of tradition. The manga art style + layout, with a modern, colorful twist, draws the viewers in. The depiction of tattoos reading “be bold” in japanese aims to get consumers excited about new and risky ideas and experiences, just as the beverage itself does.


The original sketches were inspired by Manga that I used to read as a kid. I wanted to channel an illustrative nature, while also using bold imagery to convey the message behind the campaign.