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PrAna
I. SERVICES
Creative Strategy
Creative + Art Direction
Campaign Messaging
Production
Design
Post Production
II. BRIEF
To develop a 360 digital campaign in support of the launch of two key products for PrAna in 2023: the Zion/Re-Zion and Luxara. In addition to communicating core product attributes, we needed to elevate the brand visual position.
III. SOLUTION
We devised a strategic two-pronged approach to this campaign: we utilized an innovative video campaign at the top of our marketing funnel to enhance brand awareness among a broader audience. Simultaneously, in the second tier, we launched an engaging photo campaign tailored to our existing customers, strengthening their bond with the brand and portraying the collection as the ideal companion for their adventures.
GO OUT TO CONNECT WITHIN
Our campaign territory was centered around the powerful sensations that emerge from our connection to nature; the greater life force that flows within us. We embrace the transformative power of nature and the energy that animates all living things.
CREATOR EXTENSIONS
We engaged our sister company, Candid, to expand on the campaign leveraging user generated assets from a selected set of creators. We filtered these through subtle design executions to inject a more human, social forward extension to the campaign.
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