James Mae
Call Me: A Valentine’s Day Collection
Call Me: A Valentine’s Day Collection brings back the hyper saturated airbrushed desires of the 1980’s with 8 fresh new music inspired tees. Neon pinks, hearts, lip phones, and chrome texts were utilized in order to bring out the nostalgia of this collection.
Creative Direction - Olivia Mae
Photography - Riley Sabo
Graphic Design & Photo Retouching - Olivia Mae
Hair and Makeup - Kyahlou Smith
Models - Brook Price & Hannah Riker
CREATIVE DIRECTION
Creative direction of this campaign began with a mood board outlining the vibe and visual language to be used. Hair, makeup, shot composition, and music were all collected in order to craft a comprehensive vision for the collection prior to execution.
Social Media
With the photography being the main star of the marketing, a number of edits from the shoot were used to promote the collection across platforms. These soft cozy photos were evocative of a slumber party with the girls. To emphasize this, the monthly James Mae Mixtape was crafted with a selection of 20 classic 80’s pop rock love ballads to score the theme of this collection.
EMAIL MARKETING
Email blasts for the Call Me Collection followed the same nostalgic pathway as the rest of the digital marketing, with the initial launch blast taking the form of an 80’s fashion magazine highlighting each individual design of the collection. Following mailers took on more of a scrap book aesthetic, almost as if the photos had been cut out of the previous email and taped into this one. Hand written phrases on notebook paper underscored this idea and no detail was spares, right down to the hearts dotting every i.
WEB Banners
Homepage banners were crafted for both desktop and mobile, continuing the same branding style and language over from the email blasts, in order to create a cohesive experience for the consumer.
