Helmut Lang
A multi-channel marketing campaign for Helmut Lang. After identifying a lack of creative content in the brand's current marketing strategy, I aim to reconnect the brand to its roots in art through timeless imagery & collaboration with an emerging artist @rovaneche.
#LoveYouLangTime
The images show a diverse range of relationships, highlighting the theme of love whilst remaining true to the minimal yet avant-garde aesthetic of Helmut Lang. Shot on medium format and hand-developed, bringing my artistic flair to the brand.
The campaign features six personal relationships that result from love - spreading a positive outlook and generating a connection with consumers. In addition, the collaboration with artist @Rovaneche elevates the visuals and promotes the brand's current practice of partnering with young, emerging artists. Finally, the film's release on social media explores the artist the influences and his love for the creative process.
As part of the marketing strategy, I revamped the brand's website homepage by advertising the new imagery at the forefront of the site for consumers. It also featured textual gifs and moving animations of the artist's drawings that interact with the cursor. Clicking the work would lead to a dedicated section explaining the project and the artist and outlining which FW22 collection I incorporated into the content.
Tying into the brand's avant-garde flair, I also constructed out-of-house advertising in major cities such as Paris, Milan and New York but in unconventional areas which would connect with a more extensive range of audiences. Presenting the work in a grand exhibition format juxtaposing the window of local takeaways, laundry services and corner shops