bronze
Big-Giant
The TNF Urban Exploration campaign spanning two seasons played on the ongoing In City / In Nature construct for Urban Exploration's Spring and Summer capsule collections.
The intent was to showcase each collection's functional duality and it's ability to seamlessly facilitating consumers in both their urban day to day needs as well as venturing into nature with total confidence.
The artful expressions overtly and disruptively merge the two distinct worlds delivering the message the product's duality: In City. In Nature.
Campaign Concept Supported: Social, Digital, PR Comms, Retail.
The primary objective was to image the capsules within the Urban Exploration's ongoing and understood brand aesthetic drivers, while providing an unexpected and disruptive moment that would appeal to the urban fashion-focused consumer who understands and appreciates contemporary conceptual art. Our challenge was to achieve visual moments that provide both approachable familiarity and intriguing disruption to clearly deliver our core message and avoid ambiguity.
The solution was to develop a surreal visual language within ratio hat deliver urban and natural references in alignment with product narratives:
Spring = leaving the city post-winter and enter the natural world.
Summer = Ongoing outdoor exploration then returning to the city.
The outcome was a collection of key visual images that drew on seasonal consumer narratives in a moment that embodies their transformative experience to pays off product duality.
Results:
_Brand moment fueling deepest conceptual comms to date.
_Clear PR/Comms through a single visual within consumer valued outlets like Hypebeast.
_Elevated product imaging as artful moment versus previous function / style-based positioning.
The Portland creative communities unique understanding of sportswear and outdoor categories provided a strong foothold in the process of crafting conceptual content that could speak to both consumer experiences.
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