Jimmy Choo - Defining the brand and focusing on efficiencies
Defining the brand: Jimmy Choo came to us asking for help in defining their brand definition. They wanted to reflect who they are both now and in the future, what makes them unique and drives them creatively. They needed something clear, mission led and globally translatable.
I believe the truth behind a brand is found within its history and its people, so whilst digesting background documents is necessary, nothing can fully replace the benefits of interviewing the team. We engaged with each member of the senior leadership team including Creative Director and CEO, ensuring we understood all aspects of the brand and its vision. I utilised both my skills in client services and writing to ensure the work truly distilled the spirit of the brand and that each team member felt inspired by the final result.
I believe the truth behind a brand is found within its history and its people, so whilst digesting background documents is necessary, nothing can fully replace the benefits of interviewing the team. We engaged with each member of the senior leadership team including Creative Director and CEO, ensuring we understood all aspects of the brand and its vision. I utilised both my skills in client services and writing to ensure the work truly distilled the spirit of the brand and that each team member felt inspired by the final result.
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Prioritising the creative output: Working in parallel, Jimmy Choo required support in developing a campaign for their Core Collection. The campaign saw products being showcased in highly elevated, everyday situations, in a beautiful and playful way, demonstrating how the collection can take you from morning to evening across the Pearl, Crystal and Monogram codes.
It was vital that a project plan was crafted to keep the process efficient and to focus agency output on in the areas of most value. Therefore I created a plan which allowed the agency to be responsible for the creative output throughout the entirety of the project, while the in-house Jimmy Choo team managed the logistics of the production. This unconventional process reaped rewards, enabling overall cost savings while retaining a high quality creative output.
Agency: Sunshine
Production company: The Production Club
Director/Photographer: Larissa Hofmann
Still Life Photographer: Chris Brooks