The Art of Dressing With Intent - Digital Look Book
A writer and I developed several concepts for the 2012 digital Fall Look Book. Our insight was that every day people get up and go out into the world with a sustained commitment or purpose. We wanted our users to ask themselves "What am I getting dressed for?" and "What is my motivation for today?"
To help them find their purpose, we concepted a rich digital experience that allowed users to explore the fall clothing line through the lens of craftsmanship, innovation, and sustainability. Interviews from trusted authorities and interactive video vignettes provided tools and inspiration and encouraged them to share their intent with others.
The primary experience was a single page parallax experience on Levis.com. A social aggregator pulled live feeds from Fashion Week to tell deeper, richer stories in real time. We produced concepts, sketches, video treatments, and a shot list for video assets that would later be utilized in iAds and rich media banner units.
Additionally, we wrote a treatment for the hero video on the site and shot and produced it in partnership with RoosterNYC. The final execution of the campaign was handed off to a design team.
Role: Senior Art Director // Agency: Wunderman & RoosterNYC
Writer: Carrie Ingoglia
Producer: Susan Lekanides