Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Summary: When tasked with creating a brand extension we decided to expand the popular Italian luxury label, Off-White, by adding a beauty line. We created a diverse range of makeup products a Pop Up Store and a Marketing Strategy.
Fall 2019
Le Coup de Soleil - JACQUEMUS Mock Ad
Le Coup de Soleil - JACQUEMUS Mock Ad
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
In order to make a campaign correlative to the brand’s identity, it was essential to understand what inspires Jacquemus. The starting point of the concept was David Hockney’s “Portrait of two figures” and Christo’s “Valley Curtain”.
"Le Coup de Soleil" explores a combination of natural rhythmic flow and tension. The water represents an appreciation for the natural world. By bringing a bright colorful fabric into play, a new perspective is brought to a familiar landscape Christo style. Demi Journee features double portraits, which evoke nature, vibrancy, and sunshine to the viewers.
MARINE SERRE
The Transfiguration Game
Marine Serre is known for her innovative practices in the fashion industry, therefore we wanted to create a digital activation that aligned perfectly with their values and technological advances. We were able to create “The Transfiguration Game” where users will have the opportunity to enter Serre’s world, and even have the chance to win an NFT. This game isn't only an interactive experience but as well by winning an NFT users will have access to exclusive perks and benefits, which will create a community around their selected consumers.
Collaboration with: Daniel Jaraba
2022
Concept
For Fall 2022, Marine Serre is introducing her collection called “The Transfiguration Game,” as all the pieces from her collection will be made from re-purposed materials such as curtains, carpets, sheets, metals, and vintage objects. These materials will be reused to create jewelry and garments to give obsolete objects and fabrics new life.
Based on transforming the old and creating new one-of-a-kind pieces comes Marine Serre’s unique digital experience. This digital activation will be an interactive event where consumers will have the chance to subscribe and be part of this new collection by creating their own unique pieces just by playing a game, thanks to the power of artificial intelligence.
This contest will allow participants to play in Serre’s house and enter four main rooms. Each room will contain the raw elements of what it was used to make the actual collection, such as sofa’s, curtains, sheets, tablecloths, chandeliers, and bedspreads. The contestants will have to choose these different elements and form the right combination to transform these pieces into the actual looks of the “The Transfiguration Game” Collection. The users who discovered the right combination by playing this game and being part of this virtual experience will win an exclusive NFT from the brand and become part of Marine Serre exclusive insider club. There will be only 6,000 NFT’s, from which 50 of them will be a digital version of the actual looks that the Marine Serre team actually designed. These unique NFT’s will come with perks and benefits, such as allowing users to use their looks in their avatars in IMVU and potentially other metaverse’s. In addition, they will have access to exclusive virtual and on-ground events. After the contest is over and all the winners are announced, the game will remain open so everyone can have the opportunity to play it.
COLOR PALETTE
Why should Marine Serre use NFT's?
Currently, if there is someone in Savannah, and someone in Peru that don’t know each other but both like Marine Serre, they can individually interact with the brand through social media, however, there is no way that they can interact with each other. The NFTs offer a unique way to create a community without bots or fake accounts only real people that share a common goal or taste.
Ultimately my goal is to create a community for the people that like Marine Serre, and allow them to interact with the brand on a more intimate level and to connect them with each other by using services such as discord, telegram, and slack.
NFT Categories
Artwork
Common
Utility
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Grants access to Discord & DEFI apps
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Special Discounts and offers to limited edition pieces.
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There is 5370 Common NFT's.
Rare
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Grants access to all of the Common NFT perks
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Give access to digital garments that avatars could use in IMVU and Decentraland metaverse.
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There is 600 Rare NFT's.
Unique
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Grants access to all of the Rare NFT perks.
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Win one of the runway garments.
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There is 30 Unique NFT's.
Distribution
Consumers will be able to play the game and have the chance to win an NFT. By combining Marine Serre social media following with our marketing campaign we expect 360k people to sign up, 50% of MS's following (600k), and an additional 10% from our predicted growth.
We will have constant ads showing up to let consumers know that it is time to signup to play the transformation game. In addition, the chosen influencers will post stories and posts talking about the release of the game, and how users can have the opportunity to win NFT's and a unique experience. KPI: By having influencers tag and promote the brand there will be an increase of 10% on posts reached.
Marine Serre will post constant teasers videos and photos of the NFT and the game to create hype around the event. KPI: There will be an increase of 5% of the theoretical reach, as users will start reposting and mentioning the brand in their posts.
Tik Tok
Influencers will post Tik Tok videos of how users can create their own garments from the collection by playing the game. In addition, they will do dress-up videos showcasing looks from the collection and how users can use them in their IMVU avatars. KPI's: There will be an increase of 10% in brand engagement as users will be able to interact with the brand.
Production
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1518 Studios will develop and produce the interactive experience and the artwork of the NFT.
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1518 will produce the music, sound effects, motion media, and graphic elements, to create a futuristic environment. Additionally, they handle all of the backend support.
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Marine Serre will hire an independent blockchain specialist to write the smart contracts and, mint the NFTs inside the Polygon Blockchain, which validates them using the Proof of stake protocol which consumes significantly less energy than any other protocol.
Budget
Production
Web app, interactive experience and music
$125,000
NFT Artwork
$15,000
Talent
Influencers
$15,000 per 2
Distribution
Instagram Ads
$35,000
$25,000
Tik Tok
$20,000
TOTAL
$250,000
