DESTINATION MEXICO

CREATIVE STRATEGY - FROM DESIGN CONCEPT TO EDITORIAL CONTENT

Guiding Product Concept, Merchandise Planning and Marketing Launch.

Hired by the CBO of Parisian brand Vanessa Bruno, I was tasked to explore the initial Design Team inspiration boards of fabric swatches, embroidered trims and mood imagery - based on the Mexican destinations of CDMX and Tulum. My goal? To expand the product concept, evolving it into a merchandise and marketing strategy.The project evolved and the work became more in-depth and more involved, resulting in me consulting for the brand for 2 years, season over season, working closely with the founder/ designer herself and her teams in each area.

For this brief, we flew to CDMX together to attend the various Art Basel fairs, galleries and designer showrooms. Simultaneously we shopped a curated assortment of objects, handicrafts and special embroidered one-offs for Vanessa's flagship stores in Saint Sulpice and Shanghai.

THE SEASONAL CONCEPT: DESTINATION MEXICO

From the cultural capital to the ancient Mayan ruins - Customer Mindset, Destination Inspiration, Product, Looks, and Influential Muses

CLICK IMAGES FOR REPORT DETAILS

WEDDING BOUND - NEW PRODUCT CONCEPT:

White Space Opportunity - Premium Dresses for Weddings & Parties

Unforgettable Celebrations Start with an Unforgettable Dress. I saw an opportunity. The brand was not fully optimizing the Spring/ Summer “Wedding Season” and the need for “prestige” dresses, that was globally a huge trend. I gave them a fully structured merchandise presentation and inspiration for potential marketing launch for social for these Special Occasion dresses.

CLIENT: VANESSA BRUNO

PARIS LOOK-BOOK - MEXICO TEST STYLING SESSIONS

Invited to Paris, Vanessa asked me to show my styling perspective on her finished Mexican collection. On a cold wet Sunday, I styled and quickly shot the racks in her glass roofed atrium of her Canal Saint Martin Atelier, recreating the muse as I imagined her - between flea markets, museums, galleries and wedding parties, making heads turn with her palpable muse energy.

MEXICO MI AMOR -

Final E-Comm & Digital Assets

Having suggested a range of both Gen X and Millennial influencers as aspirational muses, I travelled with Vanessa to CDMX. Here we met some of these women - from VOGUE Mexcio's Editor to the female photographer Pia Riverola. I met Pia's Dutch book publishers at the SCOPE show at ART BASEL Miami and thus connected Vanessa with this muse to shoot the final campaign for both her E-comm and Social - which she did. Click through to see...

NOTE: All work featured in these deck projects is 100% my own, in alignment with my specific clients, brands and business requests.

What I would have formerly created with a staff that would have reported to me, as a consultant to CEO's and founders, I now do it all solo, presenting directly to the top leadership team. From content strategy, to curated topics, the deep competitive research, trend analysis, business insights, the creative art direction, the graphic formatting & the text and copy - all work is my own.