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Branding Art Direction
As a spring and summer collection in 2020, Dior created a theme called “Inclusive Garden” where they brought trees that were almost dying in the runway show to preserve, celebrate their beauty, and replant them after the show.
In collaboration with another classmate, we designed an exhibition-based campaign for the promotion of Dior’s spring/summer 2020 collection with their existing#PlantForTheFuture campaign. Plantable cards, recycled papers, and sustainable materials are all applied to design in the whole campaign — we hope this becomes one of the initial step to cultivate a co-existing culture betweenhumans and our planet.
Delving into the psyche and aesthetic preferences of our coveted demographic - those in pursuit of "superior sleep quality" and "elevated daytime performance" - we meticulously unearthed their desires for a pioneering product endowed with unparalleled technology, previously unexplored on Japanese shores. Guided by the cardinal principle of TECHNOLOGY × LUXURY × WELLNESS, we channeled our creative direction to evoke an ambiance of serene tranquility, encapsulating time itself, and extending a gentle reminder to bustling urban dwellers that they possess an abundance of moments to savor. As custodians of the brand's ethos, every facet, from photography and videos to graphics and typography, was meticulously crafted to bestow an aura of refinement, contemporaneity, and intellectual acumen.
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