PRIMARY PROJECT GOAL: Plan and execute a campaign to promote the J. Press Pennant Label SS23 collection that effectively communicates the ethos of modern Ivy style to new and existing customers.

EXECUTION: Myself and one other colleague were given seven days to co-cast, -style, -direct, -shoot, and -edit a studio shoot. We designed and built a set that drew upon themes of stereotypical Spring and Summer weather and then styled the SS23 collection in ways that were complementary to each setting. We chose to utilize bright color pairings and whimsical props to portray the playfulness and youthfulness of the collection, and juxtaposed those qualities against stoic, serious poses and facial expressions to create dynamic and interesting imagery.

SECONDARY PROJECT GOAL: Digitally market and merchandise the SS23 collection by developing strong social media strategies and shooting attractive web flats.

EXECUTION (1/2): For the launch of the SS23 Lookbook, I layered digital versions of the cloud cutouts we used in the set design to emphasize the theme of Spring and Summer weather and to create more interesting visuals to capture the attention of social media users.

EXECUTION (2/2): For the web flats, I carried the playfulness and youthfulness of the broader label over into the design of the flats by styling them imperfectly with more creases and wrinkles than our Heritage label flats. I wanted the Pennant Label flats to evoke a lived-in, carefree feel.