Savage X Fenty Summer 2020 ‘Community’ Campaign
CONTRIBUTION: Concept Ideation | CAMPAIGN Executive Art Director
A challenge presented itself in early 2020 when production was halted due to COVID restrictions. I concepted an idea for a campaign that wouldn’t involve an IRL photo-shoot, and would give the brand the opportunity to explore a creative approach to image content through collages. So we collaborated with director and visual effects artist Rafatoon and various brand ambassadors for a campaign executed through virtual shoots via Zoom and placing the models in surreal tropical landscapes.
To view full campaign collages, click on link below.
Bringing Collage To Life
The collages were brought to life in video, giving ‘breath’ and movement to the tropical textures with animation.
Because of the nature of the content, we didn’t have video footage from the ambassador shoots. We wanted to incorporate video content for the campaign to use in social media, so we animated multiple collages for the ‘Caged Embroidery’ collection that was shared on the Savage X YouTube channel, Instagram stories, and utilized in paid social ads. See full video below.
“Women have always been my biggest champions.”
Adam Selman designed various styles for the Summer season, including the ‘Love Lace’ collection. We wanted to create a video with him sharing his inspiration behind the designs, so we produced a video for this collection that involved a virtual interview with Adam, iPhone footage from the ambassador virtual shoots, campaign collages, and design sketches. It’s one of my favorite videos that I got to direct at Savage X Fenty because we were able to craft a story about this beautiful collection without the need of a huge production.
To view all campaign videos, click on link below.
DIGITAL MARKETING
To view additional email campaigns, click on link below.
SOCIAL MEDIA ‘COMMUNITY’ CAMPAIGN SWEEPSTAKES CONTEST
A social media contest brought the concept of ‘community’ directly to Savage X fans and customers. Portraits and selfies were shared on instagram via #savagexsummer. Four winners were chosen to be a part of the campaign with their very own virtual shoot and campaign collage which would debut at the end of the season.
“I usually never apply for instagram contests because I feel like the chances of winning are so rare, but this one felt different.”
Contest winners were interviewed and highlighted in several publications including Vogue, Refinery29, Nylon Magazine, and Paper Magazine.
As part of the content strategy, contest winners were asked to document their experience of being in the campaign on their iPhones. This content was edited to tell the story of the contest through experience and voice of the winners. See below to watch the Summer ‘Community’ Campaign Sweepstakes Winner’s video.
“Savage X creates community from self-isolation in new campaign.”
Overall, the campaign was a huge success and picked up by many publications including Vogue, Glamour, L’officel, and Hypebae to name a few.
Click link below to view more press from the campaign.