Superdry & Co.
This is your vibe: A back to basics relaunch
With Superdry having undergone a massive rebranding, the brand revitalized their image with a sleek and classy approach to streetwear. My campaign concept highlights this rebuild with a fashion lookbook that features only a single item: the “Essentials Logo T-Shirt”, and the many colors they come in.
Each spread in the book features a different color, and a personality archetype associated with it. The goal is to show that the color selection has an option for everyone, and to inspire them to build a wardrobe around their own personality. This encourages customers to be more intentional with their fashion choices, to break down barriers of intimidation, and dispel the notion that good fashion choices can only be bought.
Kleenex
authentic & on-the-go campaign
Created collaboratively with Riham Sbaeh
Since the brand’s inception, Kleenex has been a brand primarily targeted to families. Authentic and On-the-Go is a campaign concept that shifts this focus to a young adult audience burdened with the challenges of a busy life.
With young adults connecting more with authenticity than corporate messaging, the campaign takes the personality of a sassy, yet ever loyal and caring best friend.
The campaign takes a multimedia approach to work across print formats, websites, and billboards.
RAILZ
drop-based online record store
RAILZ is a concept for a website that specializes in rare records. Designed for serious collectors that are filling gaps in their collections, the site lists twelve records for sale every 24 hours. You have to act fast, as once a record is sold, another one won’t take its place until the timer resets.
The aesthetic is inspired by cold cathode displays to pay homage to 20th century tech, while feeling contemporary and arcane.
The name is based on the term “grailz”; a joking nickname for valuable records given by a subset of online record collectors, and the idea that the records come and go on a schedule; “on rails” if you will.
Unfortunately, RAILZ is unlikely to sell a water-damaged, and unplayably scratched copy of Whipped Cream and Other Delights. Some things are just too rare.