Social Media
Empowering through Stories
The team at Project JUST asked me to create an exciting marketing campaign around the launch of the JUST Directory, using GIFs.
Rather than trying to tell someone directly that something is exciting, I had to make them feel this. The campaign was made up of GIFs from still images: Instagram friendly GIFs can only be a maximum of 15 seconds long.
The campaign was engaging, accessible and not too pushy. It showed that sustainable fashion is about working together and that knowing the story behind brands and products can be worthwhile. I chose to highlight some of the brands that the Project JUST Directory would launch with, highlighting interesting facts about how they support people and or the planet, using these facts to create short, engaging GIFs. Using brands in the campaign reinforced the fact that JUST is working with, not against, them to create the catalogue. Also by tagging them in it and promoting their brand we increased audience reach.
Countdown to Launch
Brought into Project JUST a month before the launch I was asked to design a countdown campaign for social media to increase the brand’s reach.
In the busy hectic world of social media news feeds are predominantly skimmed and scanned over in seconds. Thus the visuals used had to include eye-catching statements, something to grab the audience.
Expanding on the initial idea of a simple black and white post for the countdown, alternating this with beautiful images and watermarks broken up what otherwise could have become slightly repetitive. As well as the numerical countdown, text was combined with unexpected and shocking facts about the industry today. For example ‘3 billion tonnes of soot is created each year by the Chinese textile industry’.
