TSC is pushing the concept of ‘Runway to Your Everyday’ for all of its fashion campaign. Fall fashion campaign of 2019 is also following the same main concept, but I pitched different ideas to execute this concept so it looks different enough from the previous campaigns.
We decided on the concept of ‘Taking it to the Streets’ while keeping the main idea of ‘Runway to Your Everyday.’ We started on scouting the locations, and map out the products to feature. The initial concept I had in mind with putting energy into actions within cityscape came downsized a little bit due to the issue of not being able to find a right location within the budget and tight timelines, but we decided to take a route of hybriding inside and outside as background.
Art directing the set ended up looking really good fortunately :)
I was in charge of not only associating in art direction, concept development and preparing for the shoots, but also how-to videos that we were producing as additional video deliverables other than broadcast ads, so I also boarded four different how-to videos per each trend that we were focusing on – Animal Print, Classic Remix, Utility Chic and Winter Bloom/Woodland magic.
Plaid was the first one to be uploaded on TSC website and youtube channels. We decided to stagger four how to videos while the campaign is running. We did not have any chance to try the outfits for the model since casting happened at the very last minute so there were minor tweaks after the storyboards, but we could keep the main structure of what we were thinking initially.
This campaign was super tough because we only had so many items to work on, with four different trends and hero items we had to feature changed literally every minute until the very last. But we made it work anyhow, I’m so glad everything worked out pretty well.