Judith & Charles — Spring/Summer 18 Campaign

Art direction, casting, design, content strategy and applications for the brand’s Spring/Summer Campaign and lookbook.

The goal of this campaign was to elevate brand perception and value, to appeal to a younger demographic, all while pushing brand vision and core values to the forefront: quality, craftsmanship, focus on high-quality fabrics and an effortless attitude.

A wonderful 6-month collaboration was initiated with Montreal artist David Umemoto as a commitment to use the brand platform to showcase local artists with the same core principles as the brand. His work was present in the campaign as well as in the flagship stores through pop-up exhibitions. The campaign was deployed through digital, OOH/print (a mural at Billy Bishop Airport in Toronto, magazine ads) and social media.

This work, was among a series of 2-year campaigns that helped the brand organically double their social followers in less than two years, while attracting a younger crowd with an updated elevated brand imagery, generating brand awareness and increasing luxury perception.