Memory
Art direction for Richer Poorer’s SS21 marketing campaign
art direction for richer poorer’s ss21 campaign including photography, web design, digital marketing, video, and print.
MEMORY
— ephemeral, imperfect, textural.
To invoke a sense of familiarity, security, and calm.
ss21 is intimate and personal.
handwritten text and physical marks intentionally create a tactile and emotional tone to humanize digital assets and create a link between the viewer and the creator.
layouts create a sensation of tension and balance.
large elements are supported by negative space. small elements are spread out to fill and create voids.
images are cropped to give only the essential information.
a faded color of a shirt, the worn texture of a pant.
seasonal campaign videos that evoke a sensory reaction.
voices that fade in and out, sun baked skin and colors, hands skimming over rippling water.
creating emotional essentials
images and video grounded in storytelling evoke a sense of memory and familiarity.
