lexandchanel

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SOCIAL BRIEF:
FENTY BEAUTY & 
NEW YORK FASHION WEEK

Objective

Make Fenty Beauty the most talked about brand at NYFW via a socially driven campaign

Considerations

Fenty Beauty’s brand message “Beauty for All”

Deliverables

Social posts (IG, Snapchat)
Animated OOH and branding w/ NYFW logo
Snapchat AR shade match filter

Insight

“Nude” should be more inclusive and available for all skin tones. 

 

Idea

Fenty Beauty brings ‘Beauty for All’ to New York Fashion Week via a user generated campaign that touts the brands 50+ shades of foundation. To find your nude, users will use Snapchat’s custom Fenty x NYFW augmented reality filter. Snap your selfie, approve the disclaimer and allow your final photo to be utilized in the 2021 NYFW branding. The campaign will use the Snapchat filter for engagement. Instagram will spread campaign awareness.

SNAPCHAT AR FILTER

Photos will be seen rotating in Times Square inside of the NYFW logo. 

Rihanna posts selfie on IG suggesting followers find their “nudes” from Snapchat’s AR color matching filter. IG posts bring awareness while SC posts log engagement.  

INNOVATION BRIEF:

ELECTRIC DAISY CARNIVAL 360° VR EXPERIENCE

Client

Insomniac’s Electric Daisy Carnival 

 

Objective

Utilize innovative technology to support performing arts in times of Covid

 

Considerations

Performing and fine arts have been hit hardest during the pandemic. 1.4 million jobs and $42.5 billion in sales have been lost

 

Deliverables

Social video

VR supply kit

Digital banner

Insight

EDC is one of the largest festivals in the world that aims to celebrate life and unity.
As a result of the pandemic, music festivals and performing arts have suffered the largest losses.

 

Idea

Oculus has partnered with Insomniac and Facebook Live to bring EDC’s electric sky to you from the comfort of your own home. EDC will host the first 360º virtual reality experience with sensory stimulation included. “All Are Welcome” to the experience that includes an Oculus Quest 2 and wristband. The wristband will respond with bass vibrations to your radial pulse, increasing your focus. The virtual venue includes installations triggering sensory stimulation. Performances will be shown via Facebook Live.

 

Video Editor: Jasmin Guinn

OCULUS VIRTUAL REALITY SUPPLY KIT

The EDC 2021 Virtual Reality kit comes with a special locator that shows the closest dispensary on the map to your current location. They will have pickup and delivery available.

Record and add your favorite moments to FB and IG stories with the Oculus record button located on the side of the headset. Special EDC filters are available by following the instructions to tilt your head.

BRANDED CONTENT BRIEF:

PATAGONIA GEAR SHOPS VIA IGTV

Client

Patagonia 

 

Objective

Create a branded content series

 

Considerations

Core audience, content’s home and initiatives Patagonia
aligns with 

 

Deliverables

IGTV series

Patagonia gear shop

 

Insight

The outdoor industry lacks diversity. One of the many barriers to entry is preparedness and feeling comfortable.


Idea

Patagonia will use their platform via a branded content series to help eliminate one of the outdoor industry's largest barriers to entry, gear. Patagonia will sponsor Black and brown ambassadors as they share their own lived experiences as a person of color in the outdoors.

01 STORE LOCATOR

Ambassadors from the IGTV content series will reveal and give a tour of the gear shop in their city. 

02 SIGN UP

Fill out an application with same day approval and borrow gear for little to nothing depending on your income level.

03 ADVENTURE

Explore the great outdoors without worrying about having quality gear.

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BRANDED CONTENT BRIEF: EXPEED DATING IGTV SERIES

Client

Expedia

 

Objective

Create a branded content series

 

Considerations

Core audience, content’s home and initiatives Expedia
aligns with 

 

Deliverables

IGTV series

Promo video
Expeed Dating homepage

 

Insight

Travel experiences are better shared than documented.


Idea

Expeed Dating. Packages for solo travelers to connect while on vacation for not-so-typical platonic or romantic dates.  You’ll log onto Expedia and prepare to book a trip. Got your hotel and rental car? How about a date with another traveler with similar interests? If so, you will be directed to Expeed Dating, Expedia’s quick way for the wanderlust to find more than just a tourist attraction.

Video Editor: Jasmin Guinn

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OOH BRIEF:
NATIONAL PARKS SERVICE

Client

National Parks Service

 

Objective

Get Black people to visit the great outdoors

 

Considerations

Historical perceptions of rural areas as well as the perceived barriers to entry,
cost of gear, distance, etc., have made the great outdoors a white only space

 

Deliverables

Static OOH board

Transit OOH boards

Social posts

 

Insight

People are more likely to try something new with someone they know and/or are comfortable with.


Idea

The outdoors are commonly known as “white only” spaces. To get Black people to take up space outdoors, let's invite them to participate with Black led groups in their state. These groups  advocate for diversity outdoors and partner with local orgs and non-profits to pay it forward.

The hiking groups’ IG handle will prominently appear on the OOH executions. Social posts on each groups account will explain more details and all links will drive to the nps.gov homepage.

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PRODUCT DESIGN BRIEF:
CLARKS WALLABEE

Client

Clarks Wallabee

 

Objective

Create an unexpected collaboration with Clarks Wallabee

 

Considerations

Product and how the collab / partner is integrated 

Product box and how it is unique

How it spans across digital / social

 

Deliverables

Shoe design

Box design

Social posts

 

WALLABEE’S UNEXPECTED
COLLAB WITH PURELL

Insight

Germs tracked inside our homes on our shoes can threaten our health and the health of
our family members. During the pandemic, we’re all taking extra precautions and buying extra hand sanitizer.


Idea

By using UV-C light sterilization to disinfect, Purell guarantees your Wallabee shoes will be 99.9% cleaner after 1 hour in the UV-C sterilization shoebox.  

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FILM BRIEF:
NATIONAL FOOTBALL LEAGUE

Client

National Football League  

 

Objective

Creative film that will air during Super Bowl 2021 that articulates where the NFL stands now in the fight against racism

 

Considerations

The NFL lost viewers and more importantly, trust from fans due to how the commissioner responded to Colin Kaepernick’s protest and his eventual blackball status in the league. After the murder of George Floyd, the comissioner has now went back on previous words to show support for BLM and NFL athletes

 

Deliverables

(2) :60 films

 

Insight

Gen-Z cares where their food comes from, they care where their clothes are made and they’re quick to call BS. They’re also quick to cancel brands and organizations that don’t have a POV. Gen-Z is inclined to associate themselves with brands that share the same values and beliefs. They believe in transparency and as this generation grows they want to stay connected to organizations that show up and have a stance on real things happening in the world.

Idea

After Kaepernick risked everything to protest the oppression of Black people in America, a huge portion of NFL supporters bashed the league and are no longer fans. The NFL needs to make things right and lay the foundation for a new wave of fans that want to back an organization that supports the culture that drives it. They will demonstrate empathy for a Black man's life outside of the football field by rehiring Kaepernick and starting a non-profit called the Kaepernick Foundation where dollars from every NFL ticket bought are donated to nonprofits fighting racial injustice.

NATIONAL FOOTBALL LEAGUE

PRODUCT: FILM

FILM TITLE: THE TIME IS ALWAYS RIGHT
LENGTH: 60

DIRECTORS TREATMENT
BY: MALIK VITTHAL
PRODUCTION: THE CORNER SHOP
MUSIC: LIFT EV’RY VOICE AND SING

Spot 1

The scene opens on an alarm going off and young boy waking up in bed, he gets ready for school, goes to football practice and comes home to a hot cooked meal by his mother and father.

On the TV in the background you hear a glimpse of CNN news and the camera pans to an image of Sandra Bland.

The second scene opens on a now older boy in his college dorm. He’s on the phone and joking around telling his friend he’s about to head over as soon as he picks up a snack.

As he’s leaving the convenience store a little boy in a hoodie holding a bag of skittles makes eye contact with him. Fast forward and the college student is now a man. The view is on the back of his head as he puts on a helmet. Sweat beads drips down the back of his neck and you hear a crowd cheering.

The camera pans out to reveal a NFL stadium and the player is about to walk out on the field.

The tagline “The time is always right to do what is right” - Martin Luther King Jr. and the NFL logo appears.

Spot 2

The Scene opens on a tight shot of the back of a man's head as he puts on a helmet. Sweat beads fall down the back of his neck and he breathes out a huge sigh.

 

He walks out on the field following the rest of his teammates and the national anthem begins. The player takes a kneel and everyone slowly stops and stares at him. The singer stops singing the anthem.

 

5 seconds of silence pass and the players next to him on both sides kneel with him. This causes a chain reaction and the whole field followed by majority of the members in the stand kneel or sit down to protest with this player. A tear falls in slow motion from the players cheek hitting the grass. You see the tear drop bounce off the grass as the anthem is now in full sound with the band. 

 

The words “Facing the rising sun of our new day begun let us march on 'til victory is won” from Lift Ev’ry Voice is heard. The camera pans up to the blue sky and the tagline “the time is always right to do what is right” appears.


- Martin Luther King Jr. appears with the NFL logo *crowd cheering in the background.

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EXPERIENTIAL BRIEF:
YZY X GAP

Client

YZY, GAP

 

Objective

For the launch of YZY x GAP, create an experience that introduces the new collab
to our audience and reveals something “interesting” behind the understated clothing

 

Considerations

Gap just signed a deal with Kanye West to release a new collaboration— “YZY.” Kanye has recently been in the news about running for President in the 2020 election, but more importantly, his battles with mental health. Both GAP and Yeezy are known for their understated clothing. But we all know some of the most interesting people tone down what they wear—almost into a uniform

 

Deliverables

Static OOH board

Transit OOH boards

Social posts

 

Insight

Your wardrobe reflects your personality, how you’re feeling and how you aim to be perceived by the world. This past year, we’ve dug deeper into how we really feel and for some, it’s been a journey of self discovery. 


Idea

YZY x GAP pop up shops will be installed at color coded transit stops throughout Chicago. Colors hold powerful meanings and feelings. For this campaign, we’re connecting you to how you really feel. The full collection will launch in Chicago and will be available online at a later date.

Kanye’s creative direction is to create “modern, elevated basics for men, women and kids at accessible price points.” We’re installing YZY x GAP pop up shops to live at public transit stops within the Chicago subway system.

By using color psychology, customers can shop parts of the YZY x GAP collection that represent their current emotion. This line was created to help you better understand the mood you are in.