JUSTIN EDWARDS
MARC JACOBS DAISY
SOCIAL CAMPAIGN
My Contribution:
Creative Direction
Art Direction
GWP Design
Graphic Design
2017 Clio Shortlist
for Fashion and Beauty
The goal was to create a social worthy campaign that drove to retail with a very small budget.
The solution was a custom phone camera lens, inspired by the daisy bottle, and available exlcusively at beauty counters. When used, the lens created a distortion effect, supporting the key creative theme throughout the campaign.
ATTACHABLE MOBILE PHONE LENS FILTER FOR MJ DAISY
I wanted to create something unique and memorable for mobile devices. With a lean bugdet, we could not
create an A/R filter.
Instead we developed a physical mobile phone camera lens. The accessory was a gift with purchase obtained at beauty counters.
LENS EFFECT
User Generated photo examples taken with the Daisy lens display the results of the distinct prism distortion effect
User Generated photo examples taken with the Daisy lens display the results of the distinct prism distortion effect
PROTOTYPE & DEVELOPMENT
My team and I tested and 3D printed rapid prototypes to perfect the design of the Daisy lens
50k lenses distributed at $.30 per unit cost
My team and I tested and 3D printed rapid prototypes to perfect the design of the Daisy lens
50k lenses distributed at $.30 per unit cost
SOCIAL ASSETS
I led the creation and concepts for distinct social brand assets to promote the campaign on Instagram
Creative Team: Yan Sze Li, Jess Zhang, Oleg Pashkovsky
I led the creation and concepts for distinct social brand assets to promote the campaign on Instagram
Creative Team: Yan Sze Li, Jess Zhang, Oleg Pashkovsky