Moving from functionality to a realm of aspiration
Business Class – Samsonite
After collaborating with Samsonite for an extended period to enhance and categorise their product range, a new task arose: repositioning their Business Class collection. Past campaigns had been somewhat inelegant, focusing too much on the products and lacking the finesse that matched the quality of their offerings.
To address this, we adopted a strategic approach by incorporating storytelling into the campaigns, allowing the art direction to convey a convincing narrative. We chose the iconic Grand Central Station in L.A. as the backdrop to infuse the visuals with a sense of refined elegance. By conducting all talent and product shots on location, a harmonious composition was achieved and made the most of the stunning fixtures and textures within the space.
Brand positioning / digital templates / Global campaign art direction / on-product application / POS templates / retail experience
Testimonial – LA was fun, the art direction is the best we have done yet – so thank you!
Richard Brett – Global Vice President marketing communications, Samsonite
Reasserting a Pioneering Attitude
Virgin Atlantic
During my consultancy with the London advertising agency, Lucky Generals, I was given the exciting task of devising two fully integrated campaign solutions for Virgin Atlantic. The goal was to cut through the existing marketing confusion and align with their new strategic brand platform, “The Original Pioneers.” This provided a fantastic opportunity to enhance the campaigns’ art direction and leverage the iconic branding.
For the primary brand campaign, I observed that the art direction had grown somewhat predictable and clichéd, which was unexpected for such an adventurous brand. To address this, I decided to centre the campaign around captivating destination imagery that would resonate with customers on an aspirational and emotional level, all while maintaining an authentic approach. By incorporating the branding in a proud and innovative manner, we aimed to create a leading edge for the brand.
As for the sales campaign, the solution seemed evident right in front of me. By transforming the Virgin Atlantic tailfin into a symbol of endorsement and reassurance, placed strategically to overlap the art direction and messaging, thus providing a clear ‘seal of approval’ for the brand’s quality and offerings.
Brand audit / campaign creation / digital brand guidelines / EDMs / OOH UK print and digital advertising campaign templates
You have recognised the challenge and brought the core brand back to life with confidence and fresh innovation. It looks fucking amazing! Thanks so much for all your hard work.
danny hunt – CREATIVE director, Lucky Generals