Consumer Insight + Campaign Strategy + Art Direction(8th post)

Consumer Insight:
- They follow trends
- Like fashion up-to-date
- Edgy & Minimalist style

Campaign strategy:
- Advice: How to style the products(Buy 3 outfit, how to mix and match)
- Testimonial: from TEM's customer(can be fashion people, normal customer, influencer, etc)
- Challenge: Step pricing, by having a tagline
- Empathy: Human's habit (either shopping alone or with friends)
Example of the Campaign Strategy:

Testimonial

Challenge

Advice

Art Direction(Art Work):

- Markers & spirals

- Water colour paint : Draws Lines, Dots, Doodles, Color Swatches

- Torn Magazine/ Newspaper

- Cutting/Collage: printed pattern/ draws

Example of the Art Direction:

Markers & Spiral

Water Colour Line & Spiral

Torn Magazines / Newspaper

Water Colour Collage + colour swatches

Water Colour Dots & Wavy Lines

Dots

Color Swatches

Following the explorations of the concepts and strategies and taking into account Consumer Insight the 'Challenge' campaign strategy will be great for the final campaign.  With regards to Art Direction to leverage the customs lover for edgy minimalist styles whilst following trends the 'Spiral & dots' would suit the background for the poster campaign. Blue represents The Editors Market. From research consumers preferred this direction for colour.

From this:

To This: