ART DIRECTION, CONCEPTING, SOCIAL-FIRST
In a culture of fleeting fads and endless influence, there is still a universal want and need for human connection. Under the surface, there’s a quiet rebellion, a true force to be reckoned with – fearless joy.
This is how we're bringing Kate Spade in Gen Z's world with two unique approaches:
(1) Joy In Spades: Joy was never meant for moderation, so we’re creating more occasions to experience it.
By connecting 'joy' with the commonly used expression for high extremes, 'in spades,' we're defining the treasure that our target audience is looking for, an emotional reminder that the moments of connection she craves are of her creation versus any official calendar.
(2) Simply Kate: More than a just a line, simply kate is our descriptive hook for a ‘newstalgic’ state of mind. It’s about living the life of joy, connection, and style that CC is longing for.
The place? Simply Kate. That girl? Simply Kate. Her look? Simply Kate.
And that bag? Simply Kate.
+ developed concepts for new business pitch
+ designed moodboards for pitch decks
+ concepted social-first content for gen z
the highlights
full presentation
TEAM
Chief Creative Officer - Shannon Washington
Art Director - Sharanya Kumar
Senior CW - Alise Crittendon