BEYOND THE SEA | Claire Rich Creative

MICHELE CAMPAIGN

beyond the sea

SERVICES

Concept Direction
Storytelling
Product Design
Art Direction
Styling & Shoot
Direction

YEAR

2022

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SEASONAL OVERVIEW

beyond the sea

Beyond the Sea is about riding the wave into

optimistic times and celebrating those moments in life both big and small with MICHELE, a brand she lives in, trusts and makes her own.

Turning to the calm and trusted emotions evoked by the sea, our tried and true heritage pieces & bands for Apple Watch® receive transeasonal color updates in mood lifting blues.

CREATIVE BRIEFS

creative & business strategy • trendboards

pantones • competitive research

CREATIVE STRATEGY

Feeding into a desire for nostalgia and escapism and still driven by the “buying less but better”, consumer purchases will be driven by emotional responses now more than ever. Romantics heighten and the pearl the leads as one of the most important solid materials to take us into the S/S 22 season. Certifications and ethically - sourced materials will also gain importance, as consumers demand transparency and responsibility around the products they buy.

With focus on mother of pearl for the dial in our core collection we will also introduce washed up material in a sustainable capsule for Deco Sport using calm and comfort colors like sea glass, shell and pink clay. Spring I will focus on core and sustainability. Color will come later in Sea Blue.

BUSINESS STRATEGY

Build market share and increase sales by:

Introduce new core investment piece - white mother of pearl dial, 14mm Meggie or Deco Madison mini double non diamond.
Introduce Deco Sport Sustainable Capsule- Ocean Plastic, Tide webbing, recycled MOP, recycled SS
Seasonal Color- “Blue Sea”
Vibrant strap set (silicone or sustainable)

CREATIVE STRATEGY

Natural materials, sustainability and pearl will still be important to consumers. With sustainability in mind we can talk about the traceability of our diamonds and longevity of our products. Reintroducing the Deco Mid - adding diamonds to the mother of pearl dial will be at the center of this story. It will be celebrating a 15 year anniversary in 2022. Our seasonal color will be cobalt or deep navy blue - a tried and true for MICHELE that offers a core color way in best sellers. Introducing a LE Deco with a lapis dial further tells the natural material story. Blue paired with gold accents is a must.

BUSINESS STRATEGY

Build market share and increase sales by:

Reintroduction of the Deco Mid Diamond. Rework the dial to include diamonds. Storytell the 15th Anniversary of this style, its longevity, sustainability, responsible diamond sourcing.
Introduce Deep Blue - either navy or cobalt TBD.
Explore soft leather strap set or strap introductions to fill the void of exotics.

CREATIVE STRATEGY

Our “Beyond the Sea” story continues into Holiday with the theme Midnight, a Noir story blending the sky and sea with shades of blue and black. In this story, we introduce the first ever Deco Mid Noir and our limited edition showcases sapphires, black diamonds and mother-of-pearl.

We will ntroduce the first ever Mid’s in Noir, and combine sapphires with black IP or ceramic for Limited Edition. We will also introduce a Deco Sport Capsule elevated with MOP toprings and dials both in Noir, Midnight and White MOP with gold accents.

BUSINESS STRATEGY

Build market share and increase sales by:

Capitalize on strength of core Deco Noir by redesigning the heritage Deco Mid in Noir.
Introduce Madison Mid in Noir and maybe pavé numerals.
Experiment with sapphires and black IP - Sport Sail, Coquette, and Deco
Experiment with pavé dial executions in black diamond.
Introduce a Deco Sport capsule with MOP topring and dial.

3-DAY PHOTOSHOOT

welcome to laguna beach

ORANGE COUNTY, CA

The artist colony of Laguna Beach is one of Orange County’s hidden gems, located halfway between Los Angeles and San Diego.

The city’s topography is unique to other California coastal cities with its miles of unique coves and beaches where visitors can explore sea caves, tide pools, ocean side bluffs, natural tide pools and of course, sandy beaches, all within city limits.

Beyond the beach, the city is home to more than 20,000 beautiful acres of protected wilderness. From world-renown trails, hundreds of miles of hiking, dramatic vistas, verdant hills and marine sanctuaries, there’s no limit of new places to discover during a visit. With seven mile expanse of diverse topography, Laguna Beach offers the perfect backdrop for our entire year of 2022 storytelling.