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Lancôme

Olivia Rodrigo

 


Lancôme, a brand associated with traditional beauty standards, sought to transform and appeal to Gen-Z. Departing from their dated storytelling, the campaign announcement captures Olivia’s hard-hitting yet feminine personality to attract and inspire a new generation of Lancôme consumers. 

Agency: Publicis Luxe
Service: Concept, Strategy, Copywriting



    

A-Cold-Wall
AirMax+

The Brief

Pitch an activation strategy for the launch of the Paris exclusive A-Cold-Wall x Air Max+ collaboration.

Insights
  1. Samuel Ross (founder/designer A-Cold-Wall) draws inspiration from Brutalism. Through his work, he transforms the space between subjectedhood and objecthood from a negative dialectic space into one of resonant reverberation via Encryption.          
  2. The AirMax+ has maintained its status as a cultural artifact within Parisian street culture for over 20 years. Parisians, particularly in the banlieue or suburbs where a Brutalist history is omnipresent, have long revered the style.          
  3. Brands who define and build their own brand worlds through cultural activations will outperform brands who chase culture at large to co-opt cultural relevance.       

Concept

Moths to a Flame

This activation seeks to transform the sentiment of Brutalist spaces from “othered” on the outskirts to inspired sources of design & community. 

A heatmap on the digital platform draws SNKRS members to brutalist architecture throughout the Parisian suburbs where they have the opportunity to unlock and purchase the coveted product.

The in-store display reflects Samuel Ross’ ethos and sculptural style to extend the product-as-encryption storytelling.  A “Behind the Design” with Samuel Ross walks consumers through his process, completing the digital experience. 

This activation seeks to entrench itself in the cultures that gave life to the sneaker, while creating a lasting impact for consumers that extends beyond the longevity of the product.        

In-House
Service: Concept, Strategy

     

Nike Tech Fleece

The Brief

Conceive a strategy to catalyze the Nike Tech Fleece, amidst its struggle to connect with the youth, for its 10 year anniversary.        

Insights
  1. Nike’s traditional strategy of storytelling through sport might work well for performance apparel, but fails for this lifestyle line. Nike has focused too much on function rather than feeling, marking the difference between sportswear and streetwear.
  2. The youth care less about sports than previous generations, due to the pandemic and technology addiction, and are more driven by the aesthetics of streetwear than their performance. 
  3. Leveraging the subcultures of a product’s history, and then modernizing that history with a cultural activation that reflects today’s environment, can drive impact, authentic storytelling, and ultimately, success through community. 

The Concept

Leverage rap culture to activate the tech fleece, speak to the youth, authenticate the product, and drive storytelling. Generate neonostalgia by repositioining the techfleece through music that speaks to the consumers of then & now.  

Agency: Yard
Service: Strategy

    

Armani
Stronger With You

The Brief

Define a new interpretation of “Stronger with You” through the launch of Le Parfum for an audience of 18-25 y/o men.

Insights

  1. Gen-Z men are challenging traditional gender roles and norms through their fashion, emotional expression, and other behaviors.
  2. Gen-Z men do not like to be told what it is to be a man, they want the autonomy to explore this identity themselves.
  3. Individuality is aspirational, even more so for men, and brands that encourage consumers to be themselves rather than conform, will thrive.
Concept

Bromance, Bro Dance

This campaign seeks to ignite a global conversation around notions of manhood. By tapping into discourses surrounding gender norms, strength, and authenticity, this campaign showcases real expressions of manhood that Gen-Z men will not only vibrate with, but buy into.          

Agency: Publicis Luxe
Service: Concept, Strategy, Copywriting

    

Haché

The Brief

Design and launch a baby brand from Ynsect and The City of Paris.        

Insights
  1. Experience— The pandemic left consumers craving both support and flexibility from a wide range of resources, including the places where they shop and eat.          
  2. Surrounding— There is a deeper reflection on the ethical and environmental impact of the food we eat, both at a local level and for the good of the planet.          
  3. Innovation— Consumers will be able to empower their local communities by buying produce grown in urban farms, and put their values into action.          

Concept

A percentage-based catering offering that makes sustainability, sustainable.        

Brands as Disruptors (winning team) selected by Nicolas Bordas, Vice President International TBWA

Service: Concept, Strategy

    

Sana


This B2B campaign weaves Sana’s AI into the ad itself, allowing for both creative and interactive storytelling. A cultural hook opens the ad to entice the viewer. The viewer eventually has the opportunity to learn as they engage with the ad, solidifying Sana’s purpose of empowering humans to get the knowledge they need to achieve their respective missions. In the end, this ad shows a vision of what their audience can become through Sana.