Year: 2019
Tags: Art Direction, Brand Narrative, Digital Activation, Digital Narratives, Editorial Design, Production
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WOUF is a contemporary lifestyle brand from Barcelona. Previously we had created three successful campaigns for WOUF, connecting products through special mini-stories for every seasonal collection. For the FW’19 Collection, we wanted to keep using the brand narrative that we built before but presenting it with an engaging, fresh and elegant new light. Consequently, we portrayed and interviewed three inspiring creatives across three locations in Europe -Paris, London and Lisbon- to create a series of lifestyle photos with a global dimension, amplifying the concept of travelling, which was applied to the printed catalogue and digital supports.
“The success of a brand is proportional to its vision and ambition. This campaign takes a step forward linking the brand to many more moments, cities and moods opening up the range of images and associations that come to your mind when you think of WOUF”.
Rafa Martínez, COO & Brand Strategist at Folch
Emerging creatives representing the essence of the brand
For this new season, we chose three influential characters from the creative scene who would play the role as ambassadors of different cities and show different perspectives of Europe, simultaneously sharing the values and personality of WOUF behind their routines. First, we chose musician Julia Jean-Baptiste from Paris, France; then the editor Joe Pickard from London, England and third, the artist Carolina Flores from Lisbon, Portugal. They invited us into their homes and took us to the favourite locations of their cities, avoiding the typical touristic side and showcasing a more contemporary and authentic side.
Expanding the brand narrative through different stories
Nowadays in order to engage, expand and inspire an audience it’s important to create seducing and engaging content that not only showcases the products, but creates a narrative and presents a lifestyle. In order to take a step forward from past collections, it was important to generate several stories, rather than just one. For this new campaign the principal aim was increasing the amount of profiles behind the brand, giving alternative ways of communicating WOUF’s mood.
Defining moments from every corner
Alongside our production company White Horse, we commissioned photographer Anne Roig to travel for a week to shot each location with a team of 4 people in charge of taking more than 46 pictures per day. There they captured the experience of spending a day with each of our chosen characters, creating an insightful story –in every city– through careful product placement. With a friendly, poetic and light-hearted art direction, we reflected the mood of WOUF in every image.
Both lifestyle and e-commerce photos were taken under the Production of White Horse and Art Direction by Folch.
Exceptional stories in an special format
For the new FW’19 collection catalogue, we wanted to give a special tone of voice to every story. In a format closer to that of a newspaper, the layout had a mix of contrasting mood and product images. Again, the emphasis is placed on the visual impact while simultaneously highlighting the narrative structure in which quotes and interviews were included.
In the new catalogue for WOUF, we gave a greater presence to a much more narrative and editorial content, thus achieving a publication that goes beyond a simple catalogue.
Andrés Rosa, Senior Designer
