Rothy’s “A New Kind of Statement Bag”
// ooh // nyt partnership // event // print // social // digital //
to celebrate a brand new category for rothy’s, handbags!
The strategy surrounding the launch of bags was to unravel the narrative of the introduction of marine plastics into our already recycled “pet” plastics, this new innovation played a key role in the marketing of the bags. in addition, several marketing initiatives such as; out of home, new york times partnership, and celebrity seeding played a key role in gaining fashion credibility / brand awareness and acquiring new customers.
to further push the concept of marine plastic product innovation we wanted the creative look & feel to celebrate this by shooting in and around the ocean.
creative direction: me . art direction: michelle villasenor & gwen rodgers . design: rebecca reid + ashley rice + ashlee ng + shelby ventura + xani duke + natalia serrano . copywriting: anné jude . creative ops director: anne slater
campaign photographer & director: nagi sakai . props: chime serra . wardrobe: jessica loria . makeup: stacey tan . production: bauie
Behind the scenes video: directed by Brandon boulay and shot in China + SF
Rothy’s “A New Kind of Statement Bag” - Behind the Design
Rothy’s Campaign Video for Ads and Digital
NY: OOH Placements
PRESS & NEW YORK TIMES PARTNERSHIP: Digital / Print / Event
DESIGN COLLATERAL: Printed Look book / Digital / Email / Social
