CRUISE COLLECTION 2020
Campaign local activation
Dior was looking to find an approach for campaign activation for specific markets in an omni-channel perspective to promote their new Cruise 2020 collection by Maria Grazia Chiuri. The goal was to improve and create direct engagement with the already existing and new customers.
For the key visuals, we used artistic minimalistic illustrations created especially for this occasion. The simplicity of the illustrations highlights the beauty of the products themselves and makes the complicity of the patterns of the collection stand out. The color palette was inspired by the colours of Morocco, linking the real fashion show and deep engagement of the brand to the country’s past.
The digital implementation of the campaign is very interactive and playful. All products and most illustrations are represented in motion: bags levitate over Moroccan walls, products could be scrolled through the arc of Marrakech palace, and shadows of the trees sail across the canvas, adding even more interactivity for the gazing eye.