CAMPAIGN DESIGN
SOCIAL & DIGITAL MEDIA
GRAPHIC DESIGN
ART DIRECTION
IDEE Eyewear
Role /
Lead Designer
Art Director
Motion designer
Agency /
Makani Creatives
MY ROLE:
Multidisciplinary Creative - As an Associate Creative Director and Lead Designer, I was responsible for developing the campaign concept and brand communications. I generated ideas, strategies, created a fresh visual identity, and primarily designed ATL assets, key visuals, TTL assets while overseeing the work of the team I led, which included four junior to senior art directors and designers. I reported to the Executive Creative Director, and played a key role in shaping the overall creative direction during my tenure as ACD.
Additionally, for this campaign, I was responsible for collaborating with external partners, including production houses, celebrities, directors, and photographers; conducting PPMs; supervising photoshoots and post-production; and delivering final executions.
OBJECTIVE:
IDEE Eyewear, renowned for its high-quality sunglasses and frames, was preparing to launch a new product line but faced business challenges due to previous creative work not standing out in the market. They needed a fresh visual identity for various assets, including mainstream advertising and social, digital media marketing, implemented through an integrated approach.
STRATEGIC APPROACH:
Based on insights gathered from consumer surveys, we discovered that IDEE Eyewear currently has low brand recall due to its lack of distinctive visual representation in a crowded market. Furthermore, there has been no targeted advertising or marketing strategies aimed specifically at the young demographic.
To address these issues, we decided to implement a strategic campaign that directly engages the target audience across mainstream, social, and digital platforms where they are most active. Our core concept revolves around the idea of being extraordinary, celebrating Gen Z individuals for their talents and supporting them in enhancing their abilities to achieve greater success in the real world with the help of this campaign. To convey this thought, we crafted headlines such as "Don't Settle for the Ordinary" and "Fuel the Frenzy.
DESIGN APPROACH:
To convey the thought of not settling for the ordinary and given the innovative, bold, colorful, edgy, and stylish nature of the new product range, we decided to create a visual identity which has a high-contrast color palette that stands out and with the intent to be extraordinary. We designed layouts with a boundless grid, not following any particular template, to align with the campaign's concept. We used a sleek typeface to complement the design and showcase the edge that the brand has in its products.
With famous Bollywood celebrities well-known among the target audience, such as Varun Dhawan and Alia Bhatt, as brand ambassadors, the campaign leveraged their significant social media presence.
BTS VIDEO FOR SOCIAL MEDIA