Beyond the Sea Campaign
Client: MICHELE Watches | 2022 | Campaign Concepting, Web Design, Social Media
CAMPAIGN OVERVIEW
Beyond the Sea is the 2022 seasonal storytelling campaign for the luxury women's watch brand MICHELE. Beyond the Sea is about riding the wave into optimistic times and celebrating those moments in life both big and small with MICHELE.
The creative process begins by collaborating closely with the Creative Director to craft the perfect over-arching "beyond the sea" story to carry through the year based on trend research and product line creative briefs.
01 - PHOTOSHOOT BRIEF
Bringing this campaign to life starts with an extensive photoshoot brief for the 4-day shoot in Laguna Beach, California. It sets the tone for the brands entire years visual presence including web design, social campaigns, event graphics and more.
02 - SPRING CAMPAIGN LAUNCH
2023 launched with a MICHELE.com update featuring Bands for Apple Watch® in new seasonal colorways. Designed all web content & animated text for videos.
03 - SPRING WEBSETS
Category pages, collection pages, gift guides, and homepages updated monthly to reflect new or featured product.
04 - SPRING SOCIAL MEDIA
Posts, stories, and display banners highlighting new product releases and giving a closer look at Limited Edition pieces.
05 - FALL WEBSETS
The "Beyond the Sea" story continues into fall with blues darkening into cobalts, and we celebrate 15 years of the iconic Deco Mid watch.
06 - FALL SOCIAL MEDIA
Posts & stories highlighting new additions to the "Beyond the Sea" story & continuing to celebrate the Deco Mid anniversary.
07 - LAPIS COLLECTION GATED ACCESS
Gated access event allowed customers to enter the email and be able to shop the new Lapis Collection - the first collection featuring a natural stone dial - a week before anyone else.
—
These highly successful gated access events are held once a season and gain MICHELE hundreds of new email sign-ups.
08 - HOLIDAY LAUNCH
The “Beyond the Sea” story continues into Holiday with the theme Midnight, a Noir story blending the sky and sea with shades of blue and black.
—
In this story, we introduce the first ever Deco Mid Noir and our limited edition showcases sapphires, black diamonds and mother-of-pearl. These are available as a first look to customers in a gated access event as well as brochures to top accounts such as Nordstrom and Bloomingdales.
09 - HOLIDAY GIFT GUIDE
The holiday gift guide was featured online and on instagram featuring new holiday items as well as bestsellers.
10 - PACKAGING
The "luxe neutrals" holiday gift set featured 5 silicone straps and sold out at top accounts.
—
New packaging was designed for the introduction of the Diamond Case for Apple Watch® - which required a unique care card and pouch.
11 - HOLIDAY SOCIAL
Stories and posts highlighting the newest Limited Edition pieces and celebrations of seasonal holidays.
12 - 12 DAYS OF GIFTING
An instagram gifting grid takeover featuring gift-guide items, increasing traffic to MICHELE.com during the prime gifting season.
