OVERVIEW
This campaign was initiated through a single conversation with one of Rue 21’s merchandisers. The topic at hand was how do we build product and a campaign to show support and connectivity to Black Americans, Rue 21’s largest supporting demographic. This campaign at the forefront had to be communicated in a sensible way, from who was going to work on the project to the product design all the way to the talent staffing. My roll within this project was incredibly comprehensive. From the very first ideation conversation to building the initial pitch presentation that involved a 25k charitable donation to the Lebron James Family Foundation to the VP of Marketing and her team and ultimately leading strategy, to Creative Directing the product design and campaign. At the core of this project was initiating a community partner for Rue 21 in the form of the Lebron James Family Foundation. It was imperative to build a measurable supportive bridge betwen the two organizations to truly illicit contributions to community support and change through the LJFF. The feedback from the campaign was immense and ultimately well received from the marketing point of view along with out performing exceptions from a merchandise stand point.
IDEATION
Initial campaign inspiration
Campaign pitch
Charitable contribution
Deliverables scope
Initial campaign inspiration
Campaign pitch
Charitable contribution
Deliverables scope
CREATIVE DIRECTION
Marketing
Product Design
Campaign Branding
Marketing
Product Design
Campaign Branding
STRATEGY
Product
Marketing
Partnerships
Retail
Internal
Product
Marketing
Partnerships
Retail
Internal
PROJECT MANAGEMENT
Creative staffing
Budget negotiation and management
Communications lead, Merchandising, Marketing, Creative, Design
Project milestone and periodic reviews
Asset delivery
Creative staffing
Budget negotiation and management
Communications lead, Merchandising, Marketing, Creative, Design
Project milestone and periodic reviews
Asset delivery
CAMPAIGN PRODUCTION
Creative Direction
Asset Management
Creative Direction
Asset Management
CAMPAIGN COMPONENTS
Flag ship campaign, look book photo + video
Designer Spot light
Associate Spot light
Flag ship campaign, look book photo + video
Designer Spot light
Associate Spot light
ARCHIVE WORK 014
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Client Rue 21
Year/Season Q1 2022
Category Campaign
Discipline(s)
—
Ideation, Project Management, Creative Direction, Styling, Product Strategy, Branding Strategy, Marketing Strategy, Retail Strategy, Partnership Strategy, Social Media Startegy
Creative Production
—
Photographer(s)
A. Nakkash
F. Zulueta
M. Perez
Videographer(s)
A. Lising
Stylist(s)
M. Perez
L. Bowling
Model(s)
Eddie
Hayden
Abraham
Corey
Allison
Kennedy
Anea
Mollie
Sarah
Natasha
Art Director
L. Goodrum
Designer (Marketing)
G. Benevidez
Designer (Apparel Design)
L. Goodrum
G. Benevidez
E. Bloom
Producer, Creative Director
J.Ignacio
“THE PROCESS”
—
Client Rue 21
Year/Season Q1 2022
Category Campaign
Discipline(s)
—
Ideation, Project Management, Creative Direction, Styling, Product Strategy, Branding Strategy, Marketing Strategy, Retail Strategy, Partnership Strategy, Social Media Startegy
Creative Production
—
Photographer(s)
A. Nakkash
F. Zulueta
M. Perez
Videographer(s)
A. Lising
Stylist(s)
M. Perez
L. Bowling
Model(s)
Eddie
Hayden
Abraham
Corey
Allison
Kennedy
Anea
Mollie
Sarah
Natasha
Art Director
L. Goodrum
Designer (Marketing)
G. Benevidez
Designer (Apparel Design)
L. Goodrum
G. Benevidez
E. Bloom
Producer, Creative Director
J.Ignacio
“THE PROCESS”