Greg Lauren in an American fashion designer who started his label in Los Angeles, focusing on deconstructing the traditional archetypes seen throughout history. Lauren focuses on creativity first and then looks to see how the design can be manufactured at scale, feeling more Mad Max than classic American as his uncle, Ralph Lauren.
What did we do? - Strategy & Research - Creative Direction - Print Layout - Social Content -
Greg Lauren lacks a sense of relevancy and awareness when compared to other young designers, and with a creative focused production, this campaign focused on the total creative. Key aspects of the brand spoke to the avant garde archetype, or a person who is first to try new items and isn't afraid to showcase their creativity in their style choices. The campaign brought in his artist background in the creative direction to standout against competition but also create a fun and strong point of view.
The deliverables for the campaign include an interactive digital zine that expanded on the history of the brand as well as the inspirations. An updated email newsletter to reflect tot strong creative vision of the brand and a small catalogue of items available on HIGH SNOBIETY, a key site that the target customer visits and shops at. Animated GIFs to create inspiration and shared across the multiple social channels. Print ads that would be placed in indie magazines as well as major mens magazine publications and a video commercial to be posted on Youtube and Vimeo to drive global awareness.
