Seasonal Collections 23' & 24'
Creative Direction for Campaign, Copy, Photography and Packaging.
The seasonal collections introduced new colorways to the evergreen collection of Loop Earplugs. Every six months, the brand released new colors along with a brand campaign. We redesigned a special edition of the packaging along with visuals, including video, photography, and marketing materials. In this project, I will share both 2023 and 2024, which were designed as two-part campaigns.
2023: Solstice & Equinox
Creative Strategy
Solstice and Equinox are a two-part campaign showcasing Loop’s seasonal collections. Bold colors to stand out and celebrate the earplug as a fashion accessory, seasonals became our boldest yet most fun creative campaigns.
My role in this project was to work closely with the CMF team as well as our creative teams to develop a cohesive story, both from a product and a communications standpoint.
I briefed a creative writer to come up with a story based on the concept of time. The idea was to develop a story that could help us address both collections of the same year, instead of doing different campaigns. This would create anticipation and call for teaser campaigns.
We were also about to launch a new brand that was inspired by the 90s vibrant energy and style, so I thought coming with something close to that world would help transition from the old brand to the new one. We landed in a concept based in 80s, and named both campaigns Solstice (spring, summer) and Equinox (fall, winter).
CMF Collection:
Unique packaging design
We made a unique packaging design for both editions, to make this drop a collector item. The packaging design called for well-rated unboxing content as well as many other graphic elements that came from the custom-made logos and color usage.
The logos and typography were also custom-made.
Photography:
This was the first time the brand had unique and high-end photography. We chose and portrait photographer with an edge, Marie Wynants. Together with our art director and Marie’s team we developed the casting, wardrobe and make up to fit the style and story of the campaign. We wanted in-between shots, rebellious and expressive gestures.
Product visualization:
Video launch:
Supporting assets
Equinox Photography
Equinox Social Media Content
Team:
Creative Director: Alex Aráez
Creative copywriter: Derek Mitchell
Art director: Nina Hagen
Graphic designer: Mathias Yzebaert
Content creator: Pauline De Naeyer:
Photographer: https://mariewynants.com/
2024: Kinetic & Sublime
Kinetic & Sublime collections campaign for Loop Earplugs, where new colorways are released.
Both collections in 2024 were about movement. A 90’s inspired collection with bright colors and positive attitude. This collection blended nicely with the previous one, as well as the new brand we were already using.
Kinetic & Sublime collections campaign for Loop Earplugs, where new colorways are released.
Both collections in 2024 were about movement. A 90’s inspired collection with bright colors and positive attitude. This collection blended nicely with the previous one, as well as the new brand we were already using.
Team:
Creative Director: Alex Aráez
Copywriter: Derek Mitchell
Design Director: Keith Hawkins
Art Director Photography: Nina Hagen
Photographer: Marie Wynants