CHALLENGE
Launch VASQUIAT in New York to the fancy female fashion market.
WHERE
Youtube & Instagram
WHEN
December 2019
STRATEGY
She Knows.
She knows all of the secrets of the fashion world, and for that reason she knows Vasquiat.
We created an elusive and aspirational personality – she – that speaks directly to the target market. It keeps up the exclusivity of the brand (if you know you know), but opens it up to everyone who identifies with the target market a.k.a really fashionable people with damn good taste.
We worked hand in hand with CANADA and director ROGELIO to develop an art direction that took a twist on the usual fashion film. We decided to show as little face as possible to keep “she” as ambiguous as possible. Am I she? Do you know VASQUIAT?
Well there’s your answer.
EXECUTION
We explored all of the secrets of the fashion world, turning Vasquiat into the newest one.
We created a 45” film for Youtube and Instagram that was cut down into various Instagram stories. We also optimised the film shoot to create a range of static images that were used across social media posts, pop-up shop invites, web, and more.
