MOLLY GODDARD MOCKAD
Art Direction, Marketing Strategy, Styling by Celeste Miller
PROBLEM: Ideate a marketing campaign for a fashion label that disrupts its current marketing strategy or storytelling style.
STRATEGY: Molly Goddard is a designer on the rise that has a strong concept behind her garments. There is opportunity for growth in Goddard’s consumer awareness and engagement, and an emphasis on dynamic storytelling would help convey her message while also engaging a larger audience.
SOLUTION: The story of the suddenly lonely woman on the brink of her pre-mid-life, life-crisis shows a dynamic character that everyone can relate to. Her indulgence in her desires while appeasing to certain vices of a “lady” aligns with Molly Goddard’s rebellious, free-spirit message. Displaying a more creative yet lifestyle photoshoot shows the garments in a more realistic setting, while also intriguing and curious.
On a lazy Friday, a young woman decides
to play dress-up by herself. Coming off of a pre mid-life, life-crisis, she is free, cool, and undeniably girly in a wonderful way. Growing in her own self-love and appreciation, she celebrates being alone, confident, and awesome. All that is running through her mind is how to satisfy her immediate cravings all at once, and the word: “yay!”
Check out the entire BTS process here.