CREATIVE DIRECTION︎︎︎ [DESIGN, BRAND STRATEGY, CAMPAIGN PRODUCTION, ACTIVATION]
I’LL CALL YOU TOMORROW (ICYT) : LOVERS LANE
A pillar for the FW23 season for the art collective/brand I’ll Call You Tomorrow, “LOVERS LANE” is a collaboration with Plaza Bowl Co. - a historic bowling alley complete with vintage wooden lanes and over 25 years of history in the brands’ hometown of Edmonton.
This case study outlines the full Creative Direction process throughout the project lead by Raeland and team.
APPAREL DESIGN + PRODUCT DEVELOPMENT
The central inspiration for this project was Raeland’s nostalgic memories of his Filipnio immigrant parents using bowling to build their community after moving to Canada.
This lead to designing a custom, retro inspired satin bowling shirt with chainstitching embroidery details, contrast collar, and the “Lovers Lane” verbiage.
OUTCOMES/DELIVERABLES: CUT/SEW DESIGN, PRODUCT DEVELOPMENT + SOURCING
Design Assets Delivered: CAD Sketches, Tech Packs, Custom Size Grading
All assets delivered can be reworked for future projects/releases, providing multi-season value
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LAUNCH STRATEGY
Building new and leveraging existing brand touchpoints, our team developed a multi-faceted launch strategy -
- Brand Activation/Events [ICYT brand known for events/experiences]
- Brand Communication Channels [IG, Meta Paid Ads, Email]
- E-commerce [brand webshop]
- Physical Retail [brand stockists + pop ups throughout season]
OUTCOMES/DELIVERABLES: LAUNCH STRATEGY BRIEF + MANAGEMENT
HYPER-LOCAL LAUNCH EVENT FOR BRAND TOP SUPPORTERS
Limited event capacity necessitated an intimate setting, using email early access event tickets + early access to purchase product and event tickets
OMNI-CHANNEL TIERED PRODUCT LAUNCH
- Product available for physical purchase first at launch event
- The day after the event, all remaining inventory was released online and at physical retail touch points
- All product sold out in same week
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ART DIRECTION
An integral part of the launch strategy, our team art directed and produced a photo and video campaign which acted as the primary marketing assets for the release.
OUTCOMES/DELIVERABLES: BRIEF, PRODUCTION MANAGEMENT
ELEVATED BRAND NARRATIVE AND EXPERIENCE
Despite a limited budget, team resources and pre-production time, our team produced an elevated campaign which elevated the overall brand image and communicated the emotional narrative of the release.
Additional Credits: Directed by Denis Limitovski, Models - Vivian & Josue
I’LL CALL YOU TOMORROW (ICYT) : LOVERS LANE
A pillar for the FW23 season for the art collective/brand I’ll Call You Tomorrow, “LOVERS LANE” is a collaboration with Plaza Bowl Co. - a historic bowling alley complete with vintage wooden lanes and over 25 years of history in the brands’ hometown of Edmonton.
This case study outlines the full Creative Direction process throughout the project lead by Raeland and team.
APPAREL DESIGN + PRODUCT DEVELOPMENT
The central inspiration for this project was Raeland’s nostalgic memories of his Filipnio immigrant parents using bowling to build their community after moving to Canada.
This lead to designing a custom, retro inspired satin bowling shirt with chainstitching embroidery details, contrast collar, and the “Lovers Lane” verbiage.
OUTCOMES/DELIVERABLES: CUT/SEW DESIGN, PRODUCT DEVELOPMENT + SOURCING
Design Assets Delivered: CAD Sketches, Tech Packs, Custom Size Grading
All assets delivered can be reworked for future projects/releases, providing multi-season value
LAUNCH STRATEGY
Building new and leveraging existing brand touchpoints, our team developed a multi-faceted launch strategy -
- Brand Activation/Events [ICYT brand known for events/experiences]
- Brand Communication Channels [IG, Meta Paid Ads, Email]
- E-commerce [brand webshop]
- Physical Retail [brand stockists + pop ups throughout season]
OUTCOMES/DELIVERABLES: LAUNCH STRATEGY BRIEF + MANAGEMENT
HYPER-LOCAL LAUNCH EVENT FOR BRAND TOP SUPPORTERS
Limited event capacity necessitated an intimate setting, using email early access event tickets + early access to purchase product and event tickets
OMNI-CHANNEL TIERED PRODUCT LAUNCH
- Product available for physical purchase first at launch event
- The day after the event, all remaining inventory was released online and at physical retail touch points
- All product sold out in same week
ART DIRECTION
An integral part of the launch strategy, our team art directed and produced a photo and video campaign which acted as the primary marketing assets for the release.
OUTCOMES/DELIVERABLES: BRIEF, PRODUCTION MANAGEMENT
ELEVATED BRAND NARRATIVE AND EXPERIENCE
Despite a limited budget, team resources and pre-production time, our team produced an elevated campaign which elevated the overall brand image and communicated the emotional narrative of the release.
Additional Credits: Directed by Denis Limitovski, Models - Vivian & Josue
LAUNCH EVENT:
A keystone for the ICYT brand identity is their unique, community-driven event experiences. We leveraged this for the release by designing the launch event accordingly.
OUTCOMES/DELIVERABLES: LAUNCH EVENT PRODUCTION / PARTNERSHIPS
CURATED COMMUNITY EXPERIENCE
Contemporary audiences searching for new community experiences outside of traditional brand events, nightclubs, etc.
That in mind, our launch event consisted of intimate bowling party, DJ’s and “Live Portrait Experience” with BE MY GUEST PORTRAITS
LIVED BRAND NARRATIVE
- Live Portrait Experience allowed event guests to place themselves video campaign with friends and delivered them instagram-ready branded portraits to share post-event delivered only via email subscription
- Post-event, gallery of portraits shared via brand socials and website to drive further engagement and build momentum for next “you had to be there” event and/or exclusive release
INTEGRATED POST-EVENT MARKETING
- Event portraits created after-burn of brand good will and momentum long after initial product release
-Generated 50K+ impressions on IG within 48 hours post-event, and highest page views to date on brand website
In partnership with BE MY GUEST PORTRAITS