Vivid Vogue
Client
Vivid Vogue
Category
Campaign Art Direction
Year
2024
Overview
Vivid Vogue hired me to lead the creative direction for their new urban streetwear campaign, aiming to capture the energy and individuality of youth culture. Working closely with their marketing team, I developed a campaign concept centered on bold visuals and candid photography in urban environments. The project included directing the photoshoots, creating visuals for digital and physical media, and designing assets for social media platforms. The final campaign successfully connected with their target audience, creating buzz around their latest collection.
Challenges
The campaign needed to capture the authentic energy of streetwear culture while appealing to a digitally savvy Gen Z audience. The challenge lay in creating visuals that felt spontaneous and raw while remaining polished and professional. Ensuring consistency across multiple platforms, including social media, billboards, and retail visuals, was also a priority.
Concept
The concept centered on “urban storytelling,” combining gritty, candid photography with vibrant, dynamic design elements. The campaign featured real-life urban settings, with models styled to reflect the intersection of individuality and culture. Bold typography and overlapping graphic elements added a sense of movement, reflecting the brand’s youthful and rebellious spirit. Social media assets included looping motion graphics and short video clips to enhance engagement.
