Into the Garden Campaign
Client: MICHELE Watches | 2023 | Campaign Concepting, Web Design, Social Media
CAMPAIGN OVERVIEW
Into the Garden is the 2023 seasonal storytelling campaign for the luxury womens watch brand MICHELE. With a beautiful, whimsical garden as the backdrop, the focus for the year is is on products and experiences, and storytelling that feed the soul and nourish the spirit.
The creative process begins by collaborating closely with the Creative Director to craft the perfect over-arching "into the garden" 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 at Lotusland in Montecito, California. It sets the tone for the brands entire years visual presence including web design, social campaigns, event graphics and more.
Personalized, branded gift tags were attached to everyones briefs & a gift box before the photoshoot.
02 - CAMPAIGN LAUNCH
2023 launched with a MICHELE.com update featuring the Deco Mid and a new product launch with the Apple Tri-Tone band. 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.
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The Meggie Diamond Dial collection launched in February and debuted with its own storytelling landing page, and has become the 2nd best selling platform for MICHELE.
04 - PAID SOCIAL
Paid social assets including lead gen, discovery, consideration, pinterest, and instagram ads.
05 - INTERNATIONAL WOMENS DAY CAMPAIGN
Paid social campaign encouraging the community to enter a giveaway for two new spring Deco Sport Butterfly watches.
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Campaign was 2nd most successful in Fossil’s history, gaining MICHELE +8,000 email subscribers.
06 - BRAND AWARENESS EVENT INVITES
Invites for exclusive events in New York and Dallas featuring first looks at our spring collection pieces.
07 - COUTURE GRAPHICS
Large-scale image layout and file delivery to production company for our booth design at the yearly Couture Jewelry show, attended by hundreds of buyers for current and prospective accounts. Showrooms rendered in Sketch-Up.
08 - SEASONAL STRAP PACKAGING
Seasonal gift sets featuring themed fall and spring artwork.
09 - ORGANIC SOCIAL
Ideated & designed stories and posts for instagram - responsible for editing final shots taken on personal camera.
