We were tasked with developing brand’s first-ever integrated launch campaign of the new Eyewear category for Victoria Beckham. The objective was for the new categoryto achieve the same success at launch, as the existing categories - driving awareness of the brands target audience of 18-35 year-old women and growing the broader product portfolio.
SUM helped bring the new brand category to life with iconic imagery and film. Victoria’s Eyewear was expertly handcrafted in conjunction with Cutler & Gross. The launch campaign showcased the finest craftsmanship, fabrication and materials and was shot on location in London, by Jem Mitchel.
These assets are used to enrich the shopping experience both in-store and via the e-commerce site, and raise awareness of the new brand via social channels, advertising, digital marketing and as printed collateral.
Strategy · Art Direction · Print · Digital