MICHELE CAMPAIGN
into the garden
SERVICES
Concept Direction
Storytelling
Product Design
Art Direction
Styling & Shot Direction
YEAR
2023
SEASONAL OVERVIEW
into the garden
Come with MICHELE “Into the Garden” for a golden afternoon.
A beautiful garden is the backdrop as we settle into change and follow our happiness in 2023. We look to products and experiences that feed the soul and nourish the spirit. Diamonds definitely nourish the spirit!
We will play with butterflies, a lucky charm during cycles of change within your life helping to bring a missing playfulness and lightness of being. Color is used emotively- spring garden florals and sky. Pastels are uplifting pinks that blend with brights.
CREATIVE BRIEFS
creative & business strategy • trendboards
pantones • competitve research
CREATIVE STRATEGY
Country rose will be our dial color in mother of pearl. We will use the butterfly motif set in diamonds as an LE and experiment with oversize florals that could take us into Fall. We will introduce a tri-tone into Apple bracelets and a strap set. The Deco Sport takes on a Chronograph and new pearlized strap. The Meggie is introduced in diamond dial versions and the diamond bezel version features a breathtaking country rose dial in MOP.
We will pair with gold accents as we have not capitalized on that pairing in the past with pink.
BUSINESS STRATEGY
Build market share and increase sales by:
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Capitalizing on barely pink dials in MOP in Deco, Deco Mid and Meggie Diamond
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Introducing the Meggie Diamond dial, non diamond case in core platings
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Introduce a Deco Sport Chrono or Deco Sport with tonal floral dials as fashion capsule, #gardenparty
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Sporty Sport sail wrapped bracelets in pearl and barely pink ( launched holiday)
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Introduce a strap set in pearlized silicone
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Introduce Apple Bands in pearlized silicone
3-DAY PHOTOSHOOT
welcome to lotusland
MONTECITO, CA
Lotusland is a 37-acre horticultural haven tucked away in the Montecito foothills, just outside of Santa Barbara. Its 22 unique botanical gardens make the perfect setting for our 2023 storytelling. Its founder, Polish opera singer Madame Ganna Walska, purchased the property in 1941 and lived there until she passed away in 1984. Madame Walska was an empowering woman ahead of her time. Ingenuity was her middle name. She wanted to be original and loved doing things outside of the box. Like MICHELE, Lotusland and Ganna Walska are truly unlike any other.
SPEND: $262,300
CAMPAIGN PHOTOSHOOTS
Pre-Shoot Process: Talent Selection, Scout location, Creating Shot Sheets w/ swipes and styling
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After Shoot Process: Selects, Proofing, Editing and Video direction.
LIFESTYLE PHOTOGRAPHER: TOMMY CROW | VIDEOGRAPHER: NATE DORN
SPRING — DECO MID DIAMOND TWO-TONE
SPRING — DECO COUNTRY ROSE
SPRING — MEGGIE DIAMOND PAVE
SPRING — MEGGIE DIAMOND DIAL
