ZOOM ZOOM MEOW
Styling, Art Direction, Video & Visual Design by Celeste Miller
A new kind of
modern
love story
OPPORTUNITY: To explore the evolution sparked by Covid-19 of consumer behavior & brand interaction & determine what is the best way to cater to these changing demands while continuing to innovate. Consumers are looking to support brands that give them a guilt-free distraction while remaining relevant.
STRATEGY: Research that used primary sources from interviews with my neighbors, friends & family combined with countless articles and market reports have given me an educated perspective on what the consumer reacts to during this pandemic. Called the “lipstick effect,” industries that provided some sort of escape, such as beauty, alcohol, and at-home entertainment rose since the pandemic. With the current negative state of the job market, consumers are less willing to spend money on brands that don’t align with their personal values & interests. To view the entire project brief and process, click here.
SOLUTION: Inspired by famed photographer Sarah Bahbah, the campaign responsibly points out the ridiculousness that is our new world of human interaction, and the world of dating that’s always been so. A bit of comedic, yet relatable content is what consumers crave right now—to not feel alone in this new reality that we are still all adapting to. This campaign would emphasize a brand’s storytelling ability and its priority in truly connecting with its consumers. Maximalist brands such as Gucci, Rodarte, Miu Miu, Prada, Versace, or even luxury bakeries like Magnolia Bakery or Milk would be great partners for this campaign. And finally, of course, the campaign would include a fundraising event in which for every tagged share, they will donate $x to Covid-Relief funds.
