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CASE FILE 003 / TEILOR / 2021–2022

ONE BRAND.

THREE DIFFERENT BRIEFS.

03 CASE STUDIES / ONE BRAND

Campaigns, brand stories, naming. And one very persistent butterfly.

01 / INTEGRATED CAMPAIGN / TVC / 2022

LOVE IS IN THE DETAILS.

A / THE IDEA

An integrated campaign built around a marriage proposal: the original television commercial, print, digital, retail and shop-window executions, the Băneasa Shopping City pop-up and other original campaign materials.

B / THE TEASING

C / THE FILM

DIRECTOR / ANDREEA PĂDURARU

YES, I PUT BUTTERFLIES IN A JEWELLERY CAMPAIGN.

IN MY DEFENCE, THEY WERE ALREADY IN EVERYONE’S STOMACH.

D / THE RETAIL

The same feeling, outside the film. Each execution belongs to the same campaign.

RETAIL / SHOP-WINDOW EXECUTIONS

BĂNEASA SHOPPING CITY POP-UP

SOCIAL MEDIA

The proposal went well. So we took things a little further. A wedding-themed follow-up to the engagement ring campaign, told through a series of short-form social videos. Because apparently, one big question leads to a lot more content.

02 / BRAND CAMPAIGN / INTEGRATED COMMUNICATION / 2022

THE EXCEPTIONAL YOU.

A / THE IDEA

“The Exceptional You is in the mirror you look at every day.”

One integrated campaign, across campaign imagery and communication, the manifesto and invitation, editorial and physical applications, a private event and the public Brand Minds activation.

B / THE CAMPAIGN

01 / 02

01 / 02

ORIGINAL CAMPAIGN IMAGERY

C / THE MANIFESTO

EVENT INVITATION / ORIGINAL LETTER

D / THE PRIVATE EVENT

The campaign in a private-event setting. Original event photography and further source details will complete this chapter.

PRIVATE CAMPAIGN EVENT / ORIGINAL PHOTOGRAPHY

E / THE PUBLIC EVENT — BRAND MINDS

The public activation of The Exceptional You at Brand Minds. A different setting for the same campaign, not a separate project.

BRAND MINDS / ORIGINAL EVENT IMAGERY

03 / COLLECTION NAMING & COPYWRITING / 2021

URBANIMA

A / THE NAME

URBANIMA. Collection naming, campaign copy and landing-page communication.

B / THE COPY

Confidence is an everyday luxury. Own it.

ORIGINAL CAMPAIGN LINE

C / THE COLLECTION

URBANIMA / ORIGINAL COLLECTION IMAGERY

THREE BRIEFS. ONE CASE FILE.

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Original imagery and source copy are pending upload. The empty spaces are intentional; the work won’t be invented to fill them.