CASE STUDY: LOVERS LANE-
DESIGN, STRATEGY AND ACTIVATION︎︎︎
[I’LL CALL YOU TOMORROW - FW23]
A tentpole release of the I’ll Call You Tomorrow FW23 season, 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.
DESIGN
For this release, our team designed a retro satin bowling shirt inspired by Raeland’s nostalgic memories of his immigrant parents using bowling to build their community after moving to Canada. The garment itself featured chainstitching details, along with a fully custom pattern and size grading.
STRATEGY
To launch the product, we directed a campaign video centered around an intimate moment of a couple slow dancing after hours at the bowling alley.
At the correponding launch event, this was then brought into the event experience as we allowed guests to take part in a registered, interactive portrait booth experience to recreate the imagery from the campaign.
Strategy wise, this expanded the brands product assortment, created an omni-channel moment for the brand itself, while also leveraging audience data collection via the portrait experience.
DESIGN, STRATEGY AND ACTIVATION︎︎︎
[I’LL CALL YOU TOMORROW - FW23]
A tentpole release of the I’ll Call You Tomorrow FW23 season, 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.
DESIGN
For this release, our team designed a retro satin bowling shirt inspired by Raeland’s nostalgic memories of his immigrant parents using bowling to build their community after moving to Canada. The garment itself featured chainstitching details, along with a fully custom pattern and size grading.
STRATEGY
To launch the product, we directed a campaign video centered around an intimate moment of a couple slow dancing after hours at the bowling alley.
At the correponding launch event, this was then brought into the event experience as we allowed guests to take part in a registered, interactive portrait booth experience to recreate the imagery from the campaign.
Strategy wise, this expanded the brands product assortment, created an omni-channel moment for the brand itself, while also leveraging audience data collection via the portrait experience.
SERVICES:
Creative Direction
Art Direction
Apparel Design
Brand strategy
Event Production
Client:
I’ll Call You Tomorrow (ICYT)
Industry:
Fashion
ROLES:
Creative Director,
Raeland Mendoza
Campaign Videography,
Denis Limitovski
Models,
Vivian & Josue
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