OVERVIEW


A lot went into the development of this campaign. It started with a business initiative to build a new relationship with Urban Outfitters, while developing a more substantial campaign for the second round of Heron Hues + Urban Outfitters.  The business objective, establish new working relations with another commercial retailer and the relationships within that organization.  The marketing and branding objective, produce a brand sensible product line and campaign with “Culture Education” at the core of the message all while making it sensible for the Urban Outfitters core demographic.  Another big part of the campaign was to continue the spotlight on Leon Goodrum, the Designer & Owner behind Heron Hues.  This required weaving the element of persona in the form a of Q&A spotlight on the Urban Outfitters blog.


All in all, comprehensive campaign from both the side of business, marketing and branding.




IDEATION
Initial campaign inspiration
Campaign pitch
Deliverables scope


CREATIVE DIRECTION
Marketing
Product Design
Campaign Branding
STRATEGY
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
CAMPAIGN PRODUCTION
Creative Direction
Asset Management
CAMPAIGN COMPONENTS
Flag ship campaign, look book photo + video
Designer Spot light



LEON GOODRUM, DESIGNER + ART DIRECTOR



Velocity

Momentum & velocity Purpose & philosophy Is what you need to get to where you are goingYou want freedom? First You must know what it means to be free…
The right to act, speak & think without hindrance or restraint.

Are you hindered??

Do you have a destination, do you know for what you are destined?

Well sounds like today is the the day to get free & begin the defining of yourself

Run Free. Get Free. Break Free.

- Leon Goodrum


PRIMARY CAMAIGN BRANDING




FLAGSHIP CAMPAIGN, VIDEO


FLAGSHIP CAMPAIGN, SOCIAL TEASERS












FLAGSHIP CAMPAIGN, LOOK BOOK




FLAGSHIP CAMPAIGN, FILM MEDIUM








FLAGSHIP CAMPAIGN, APPLIED REFERENCES






ARCHIVE WORK 014

Client Urban Outfitters, Heron Hues
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)
F. Zulueta
A. Lising

Videographer(s)
A. Lising

Stylist(s)
J. Ignacio

Model(s)
Hayden

Art Director
L. Goodrum

Designer (Marketing)
G. Benevidez

Designer (Apparel Design)
L. Goodrum

Producer, Creative Director
J.Ignacio