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JOE FRESH
Active Wear Campaign
Video Art Direction
Joe Fresh is a fashion brand and retail chain. The label includes Adult and Children's Wear, Shoes, Accessories, Jewelry, Beauty products, Active and Swimwear items. Joe Fresh had a few stores in New York, and is available at over 300 Canadian supermarkets and superstores, in addition to standalone locations. The brand also appeared in approximately 680 J.C.Penney stores throughout the United States. In 2016 the brand closed the USA stores but directed efforts to maintain a strong E-Commerce presence in the USA. While in Canada is still the widest retail for mass-market fashion.
Ask
Create a series of videos and photography assets showcasing the new ACTIVE WEAR launch collection as well as multichannel promotions thought out the season.
Approach
Keeping the art direction close to the Spring Collection look and feel, we extended the color palette, assigning Blue and Orange accents to the Active Line. The photography and short cut videos were used in a wide range of media: from billboards, to print, in-store, to social media to emails. The content ranged from high-level branding directing to E-comm, to trend-driven emails and promotions.
Function
Associate Creative Director leading this account, I concept and developed seasonal campaigns with a multichannel approach. I worked hands-on and oversaw a small team of art directors, and designers executing all post-production marketing needs promotional messages, emails, social media, out of home, etc. Creative development, presentations, and administrative hours. Led the pre-production concept stage in preparation for the shoot, developing ideas around casting, styling, set, props, etc. On Set photo-shoot direction, post-production direction Post/ Shoot Creative Development: oversaw design projects for each season that occur post-shoot — creative development, layout, presentation and revisions of actual in/store retail signage, large format signage, OOH ads, print ads, TV, etc. Oversaw + Guided 3rd Parties for creative production, Broadcast editing direction.
