CREATIVE DIRECTION︎︎︎ [DESIGN, MARKETING + 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.
DESIGN
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 retro inspired satin bowling shirt with chainstitching embroidery details, contrast collar, and the “Lovers Lane” verbiage.
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STRATEGY
The to launch this release impact, our team developed a strategy that included all of the following touchpoints:
- Brand Activation/Events [ICYT brand known for events/experiences]
- Brand Socials
- E-commerce [brand webshop]
- Physical Retail [brand stockists + pop ups throughout season]
To maximize impact, we conducted a tiered release consisting of:
BRAND NARRATIVE + EDITORIAL CONTENT
- Directed and produced campaign video which was used to announce the collaboration, focused on narrative of couple dancing in bowling alley
HYPER-LOCAL LAUNCH EVENT FOR BRAND TOP SUPPORTERS:
- Limited event capacity, email early access event tickets + early access to purchase product
OMNI-CHANNEL PRODUCT LAUNCH
- Product available for purchase at launch event first
- 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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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.
DESIGN
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 retro inspired satin bowling shirt with chainstitching embroidery details, contrast collar, and the “Lovers Lane” verbiage.
STRATEGY
The to launch this release impact, our team developed a strategy that included all of the following touchpoints:
- Brand Activation/Events [ICYT brand known for events/experiences]
- Brand Socials
- E-commerce [brand webshop]
- Physical Retail [brand stockists + pop ups throughout season]
To maximize impact, we conducted a tiered release consisting of:
BRAND NARRATIVE + EDITORIAL CONTENT
- Directed and produced campaign video which was used to announce the collaboration, focused on narrative of couple dancing in bowling alley
HYPER-LOCAL LAUNCH EVENT FOR BRAND TOP SUPPORTERS:
- Limited event capacity, email early access event tickets + early access to purchase product
OMNI-CHANNEL PRODUCT LAUNCH
- Product available for purchase at launch event first
- The day after the event, all remaining inventory was released online and at physical retail touch points
- All product sold out in same week
Additional Credits: Directed by Denis Limitovski, Models - Vivian & Josue
ACTIVATION:
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
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
IN PERSON AND DIGITAL BRAND NARRARIVE
- Live Portrait Experience allowed event guests to re-live 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
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