You’ve Arrived
M.M.LAFLEUR FALL 2022 COLLECTION
Creative direction, art direction, brand marketing, and experiential design for M.M.LaFleur’s fall 2022 campaign.
During this time, many women were being asked to return to the office—and they were finally starting to dress more formally again. We reclaimed the moment as a joyful one, positioning the collection as “pieces designed to make you feel like you’ve made it—you’ve arrived.” A custom-designed bus full of free activities, goodies, and experiences hit the streets of New York to introduce the brand to customers, while digital out-of-home ads further cemented the brand’s presence.
ACTIVATION
We designed a custom M.M.LaFleur bus, which popped up around New York hotspots, introducing New Yorkers to the brand and giving them the opportunity to touch and feel the clothing. We partnered with like-minded brands to offer giveaways; activities like mini-makeovers and a photobooth; and freebies like custom cookies and drinks.
Winner: OBIE Awards for Creative Excellence, Experiential Marketing
OUT-OF-HOME ADS
Interactive LinkNYC ads mapped viewers to our nearby retail locations.
ROLE Creative Direction, Art Direction, Brand Marketing, Experiential Design, Concept
CLIENT M.M.LaFleur
PHOTOGRAPHER Bridget Fleming
STYLIST Gayle Spannaus
GRAPHIC DESIGNERS Cindy Luan, Yan Ruan
PRODUCTION PARTNER Vector Media