4. MINOR MIRACLES
JUNE 2020.
A Collaborative Conceptual Rebranding Project
The team has been hypothetically appointed as the creative directors of a brand that has been in existence for some time and may be getting a bit tired. This job is to find out consumer perception of the brand and to analyze its current positio in the market. We were then responsible for proposing ways to add to the brand’s value that will result in gaining increased market share and media attention through their Spring/Summer collection.
We re-interpretted the brand's New Wave SS20 collection campaign, with "Be Bold, Be Loud, Be Proud" as the title. The campaign spreads empowerment
through prints. When someone is dressed in vibrant and loud prints, they attract attention but, at the same time, they feel a great relief when expressing so much trust and freedom. We want to capture the spontaneity and breeziness of life, in prints and colours, through good humour, energy, play and a great smile. Faithful to Minor Miracles DNA, this campaign is a real mix of colours, cultures and personalities.
All in all, a team effort.
Brief by Lasalle College of the Arts
Campaign Ideation: Brenda Lee (@bleeerz), Hilda Nikita Yusman (@_____niki), Sophie Tan Xi Ping (@faeriesophie)
Campaign Logo: Natasha Tjandradinata
Marketing Direction: Sophie Tan Xi Ping (@faeriesophie), Brenda Lee (@bleeerz)
Photography and Videography Direction: Hilda Nikita Yusman (@_____niki)
Photography: Hilda Nikita Yusman (@_____niki)
Videography: Dominikus Devon Khusuma (ini.depon)
Models: Ann Sophie Maria Müller (@annsophiemuller), Wei Qi (@ohweiqi), Moniyshaa Kalaiselvan (@monishyiaa_kalaiselvan)
Garments: Minor Miracles (@minormiracles.shop)