Old School Trip - Size? Campaign - NTU - 2020

Size was one of my favourite clients I have worked with. The project allowed me to tailor my campaign to a niche male streetwear consumer. I researched heavily into this area of the fashion market, the ‘Highsnobiety Guide to Street Fashion and Culture’ definitely came in handy. I explored the link between music subcultures and streetwear as a form of identity and took a lot of inspiration from brands such as Palace. I carried out surveys and interviews to understand my consumer’s needs giving their profile the title ‘I liked it before it was cool’. Being an individual and not being ‘mainstream’ was very important to them, they had no desire to fit in or stick to one particular subculture. I decided my objective was to make Size campaigns riskier to allow them to stand out against competitors, while at the same time helping the consumer build an individual style. My idea statement was 'sending the consumer on an identity quest to collect inspiration from subcultures and stories, to help them build a unique and authentic sense of self'. ​ As part of the project I was given the film The Fifth Element as a starting point for visual inspiration, so my aesthetic choices had quite a sci-fi but retro feel. The outcome for this project was to make a film but due to lockdown I only had to show the planning stages – storyboard, styling, locations etc. My film told the story of an alien coming to earth and travelling back in time to different subcultures in each episode to curate his style. I also decided to make it a collaboration with streetwear YouTube channel PAQ to help Size reach a new audience. As well as the film I planned and mocked up an immersive event, guerrilla marketing and Instagram feed. https://www.rebeccasophieweir.com/old-school-trip