“JAZZ NIGHT II” CAMPAIGN
FT. MAYOR AMARJEET SOHI ︎︎︎
I’ll Call You Tomorrow (ICYT) x FOOSH (FW22)
The JAZZ NIGHT II COLLECTION - the second instalment of ICYT’s collaboration with longstanding streetwear retailer FOOSH, our team connected with Mayor Amarjeet Sohi , the current mayor of both brand’s home city of Edmonton, for the launch campaign to create an unforgettable moment for the community.
DESIGN:
Consisting of a custom developed hat, graphic tee and Nalgene water bottle, the capsule imagines an after hours jazz concert at a fictional neighbourhood art gallery. This was the first relase for the FW22 season for the ICYT brand, and was built on the success of the first iteration of the project.
STRATEGY:
This project was selected as the first major release of the FW22 season for the brand. First seen at a collection preview event the week prior, our team strategyically timed the campaign to leverage the PR momentum to carry full swing into the season.
Strategy wise, our team was responsible for the art direction, styling, as well as liasing with the mayors team and his communication advisors. Before launch, our launch tactics, as well as corresponding media interviews post-launch were also coordinated with his team for maximum reach.
Explore “Jazz Night II” in full here︎︎︎
FT. MAYOR AMARJEET SOHI ︎︎︎
I’ll Call You Tomorrow (ICYT) x FOOSH (FW22)
The JAZZ NIGHT II COLLECTION - the second instalment of ICYT’s collaboration with longstanding streetwear retailer FOOSH, our team connected with Mayor Amarjeet Sohi , the current mayor of both brand’s home city of Edmonton, for the launch campaign to create an unforgettable moment for the community.
DESIGN:
Consisting of a custom developed hat, graphic tee and Nalgene water bottle, the capsule imagines an after hours jazz concert at a fictional neighbourhood art gallery. This was the first relase for the FW22 season for the ICYT brand, and was built on the success of the first iteration of the project.
STRATEGY:
This project was selected as the first major release of the FW22 season for the brand. First seen at a collection preview event the week prior, our team strategyically timed the campaign to leverage the PR momentum to carry full swing into the season.
Strategy wise, our team was responsible for the art direction, styling, as well as liasing with the mayors team and his communication advisors. Before launch, our launch tactics, as well as corresponding media interviews post-launch were also coordinated with his team for maximum reach.
Explore “Jazz Night II” in full here︎︎︎
SERVICES
Brand Strategy
Content Production
Apparel Design
Development + Manufacturing
Visual Identity Design (Apparel Graphics)
Clients/Partners:
I’ll Call You Tomorrow (ICYT)
FOOSH
The Office of Mayor Amarjeet Sohi
Industry:
Fashion + Retail
ROLES
Raeland Mendoza - Partner, Creative Director, Designer, Content Producer
ADDITIONAL CREDITS:
Photography -
Vivian Han-Tat
Model -
Mayor Amarjeet Sohi
Styling -
Raeland Mendoza
Additional Wardrobe gravitypope
Observatory Eyewear
Special Thanks:
Mayor Sohi + team
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