Led planning and strategy on the internal advertising team at Bonobos, I united internal teams to create cohesive multi-channel brand campaigns.
Using a mixture of quirkiness, satire and satirical sophistication "that's Bonobos" conveyed a 'that could only be bonobos' vibe through its unique elements. The Fall 13 brand campaign—for the brand's first time—told a cohesive story across multiple mediums (print, digital, video, out of home, catalog, and social).
My work in the lead up to this campaign was in aligning internal creative groups and developing a process to collaboratively create brand campaigns. I led strategy on this campaign and produce the video elements.
2013 was the ultimate peak of April Fools brand gags, thankfully it's been in decline since then. But to capitalize on the free press and social banter Bonobos flipped the gender role on a traditional fashion garment: the boyfriend jean. Shooting this fake product video for a 'girlfriend jean' a women's fitting jean for men. The campaign included a fake launch email and fake product page. The video was a hit on social and in the press, garnering 75k views in 48 hours and April 1st traffic to the site rivaled previous Cyber Monday's.
I led this project from idea through launch, working with copywriters on the script, casting and directing employees in the shoot and planning the release strategy.