BCBGMAXAZRIA “MODERN GODDESS” CAMPAIGN FT. ROSIE HUNTINGTON-WHITELEY
BRAND: BCBGMAXAZRIA
TIMING: Spring / Summer 2019
GOAL: To revive BCBGMAXAZRIA as a modern, contemporary brand through its first celebrity-driven campaign featuring an all-female cast, and to build a narrative that celebrates today’s fearless women.
ROLE:
Co-Direct Campaign Development & Storytelling
Procurement of Talent
Shoot Production & Budget Management
Advertising & Media Buying
Influencer Strategy & Securement
TIMING: Spring / Summer 2019
GOAL: To revive BCBGMAXAZRIA as a modern, contemporary brand through its first celebrity-driven campaign featuring an all-female cast, and to build a narrative that celebrates today’s fearless women.
ROLE:
Co-Direct Campaign Development & Storytelling
Procurement of Talent
Shoot Production & Budget Management
Advertising & Media Buying
Influencer Strategy & Securement
ABOUT: For the past 30 years, BCBGMAXAZRIA has celebrated the female form by creating timeless clothing that evokes a sense of fearless femininity. As we look back at the brand’s long history of empowering women through dressing, we arrive at the Modern Goddess - a timeless heroine that transcends time with her beauty, power, and strength. This season, women are the heroines, and we pay tribute to three female creatives that are admired in their respective fields: renowned photographer Zoey Grossman, celebrity stylist Kate Young, and our modern-day goddess Rosie Huntington-Whiteley.
ACHIEVEMENTS: Introduced BCBGMAXAZRIA’s first all-female cast as well as the brand’s first celebrity-driven campaign in nearly a decade. The campaign positioning reinstated BCBGMAXAZRIA as a “comeback” brand amongst top-tier press and influencers, garnering 400M+ marketing impressions, a 25% lift in ecom sales, and 17% growth across social media channels.
TOP PRESS: WWD, InStyle, Who What Wear, Refinery29, Elle, Harper’s Bazaar, W Magazine, Marie Claire
ACHIEVEMENTS: Introduced BCBGMAXAZRIA’s first all-female cast as well as the brand’s first celebrity-driven campaign in nearly a decade. The campaign positioning reinstated BCBGMAXAZRIA as a “comeback” brand amongst top-tier press and influencers, garnering 400M+ marketing impressions, a 25% lift in ecom sales, and 17% growth across social media channels.
TOP PRESS: WWD, InStyle, Who What Wear, Refinery29, Elle, Harper’s Bazaar, W Magazine, Marie Claire
Campaign Photoshoot
Times Square Billboard (New York City, NY)
Global Print Advertising (Elle, Harper’s Bazaar, Flaunt)
Online Media Partnerships (Elle, Harper’s Bazaar, The Zoe Report)
60+ influencers created 250+ content pieces and delivered 86M+ impressions. Captioning was centered around the topic of fearless femininity and how women feel while dressed in BCBGMAXAZRIA.
Staged paparazzi photos of Rosie Huntington-Whiteley in BCBGMAXAZRIA for press
ADDITIONAL CREDITS:
Photographer: Zoey Grossman, Stylist: Kate Young, Art Director: Kreshnik Kastrati, Copywriter: Veronika Syrop, Production: Rockman Productions, Set Design: Ali Gallagher