Life in full colour
wholesale campaign

OVERVIEW

The Joules SS22 Wholesale Campaign, "Life in Full Colour," was a vibrant marketing campaign showcasing our wholesale collection to retailers. This campaign, steeped in the spirit of embracing life's vivid moments, is a testament to creativity, collaboration, and a zest for living.

At its core, this campaign was a celebration of leaving lockdown behind and immersing ourselves in the richness of life with newfound optimism and vitality. It was an enthusiastic embrace of life's adventures, shared moments, and the joy of being together.

Diverse Campaign Scenarios: To bring this theme to life, we explored a myriad of scenarios that resonated with our customers. From preparing for exciting adventures and enjoying picnics by the water to birdwatching, countryside exploration, playing games, and flying kites, to even those moments when summer rain unexpectedly caught us out - our campaign depicted it all. It was about making memories and cherishing every aspect of life.

Art Direction of the Photoshoot: One of the pivotal aspects of this project was my role as the art director for the photoshoot. Guiding the visual narrative, I worked closely with photographers, stylists, and models to capture the essence of each scenario. It was about translating the campaign's themes into captivating, real-life moments frozen in time. From selecting locations to orchestrating props and wardrobe choices, every detail was meticulously considered to ensure that the images conveyed the vibrant spirit of "Life in Full Colour."

Collaboration and Deliverables: Together with my talented team of three designers, we meticulously crafted a range of final assets. These included comprehensive wholesale catalogues that beautifully showcased each Joules product category. Additionally, we designed showroom graphics that featured at trade shows and in the Joules showrooms in London and New York. The campaign's visual elements extended to graphics tailored for the brand's wholesale website, ensuring a cohesive and immersive experience for our wholesale partners.