The balance of style and fun were the springboards for a significant repositioning and creative campaign solutions created by SUM.
Under the strategic direction of “Dressing Up Is Fun”, SUM worked with photographer Guy Aroch, along with model Pamela Bernier to capture the energy and dynamism of the new collection. The campaign was shot in New York and styled by Miranda Almond.
The imagery and film assets capture the distinct look and feel of the collection. We helped the brand to reach a new demographic and cement its place as the top occasion wear high street brand for women.
Strategy · Art Direction · Print · Digital