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).