Your Exit Starts Here.
Spec Ad for Mastercard
Campaign Brief
Your Exit Starts Here.
This campaign transforms Mastercard’s iconic overlapping circles into the head of an “exit figure,” turning the symbol into a guide that leads people out of routine and into renewal. Each visual opens a different doorway — toward softness, stillness, or freedom — showing that escape isn’t distant or complicated.
It starts the moment you decide to take it.
CONCEPT
Modern life overwhelms us with schedules, noise, and repetition.
The Escape Collection reframes Mastercard not as a financial tool, but as a gateway — a way to choose the emotional space you need. Using the visual language of exit signage, the campaign connects everyday payments to the possibility of stepping into a different world.
Wherever you want to go, the exit is already within reach.
INSPIRATION
The idea for this project came from an unexpectedly quiet moment.
I was working in a café, feeling bored and stuck, when I happened to lean back and look up at the ceiling. A small green exit sign was glowing above me. For a second, I just stared at it — and it instantly brought me back to my most recent trip to Bali.
During that trip, I visited a small massage shop with a huge Mastercard advertisement displayed above the entrance. Seeing that memory resurface so vividly made me realize how much I wanted to escape my current routine and return to that feeling of freedom, experience, and possibility.
That moment connected everything:
experience, travel, escape, and the symbolic power of an exit sign.
From that emotional collision, the concept for this project was born — a storytelling approach built around the desire to break out of everyday life and step into something meaningful again.
Your Exit Starts Here.
FINAL DESIGN
1. Bali — Exit to Soft Mornings Wrapped in humid sunrise air and surrounded by jungle silhouettes, Bali becomes a symbol of emotional relief. This visual represents the escape from pressure into warmth, color, and slow mornings. A single choice leads you to softness and to yourself.
2. Alpine Lake — Exit to Stillness Set against misty mountains and a silent lake, the image captures mental clarity. It speaks to those seeking a break from digital noise and constant urgency. Here, stillness isn’t a luxury; it’s a destination you can choose.
3. Tropical Beach — Exit to Pure Freedom The white sand and deep turquoise water reflect absolute liberation. No roles, no deadlines, just space to breathe. This is freedom made accessible with one simple action.
MESSAGE
Every landscape in the series reflects a different emotional need —
comfort, clarity, or freedom.
But the path to all three is the same:
Your Exit Starts Here.
One choice. One swipe. One step away from routine.
OUTRO
In the end, this project is a reminder that inspiration often arrives quietly, sometimes from something as small as an exit sign above our heads. It’s about the desire to step out, to escape routine, and to rediscover the value of experience. If this work resonates, I hope it nudges you to look up, pause for a moment, and consider where your own exit might lead.
Your Exit Starts Here.
USED TOOLS