A trend-led campaign to celebrate the launch of ASOS DESIGN. Putting self- expression at the fore and always being inclusive we wanted to show our audience that they can explore all sides of their style, day after day and night after night in ASOS DESIGN.
A full 360 campaign with film, digital, organic social, paid social, e-com, homepage, banners, fly posting and a student activation.
We wanted our audience to come away thinking, ‘ASOS gets me’. While ASOS DESIGN will be the brand that works hardest in their wardrobes, we didn’t want them feeling they’re going to look like everybody else – the campaign was designed with individuality in mind.
The campaign had a bi-weekly homepage refresh over a 6 week period, for both MW and WW.
Working with Jack agency we designed an OOH display that was present in three leading UK student cities, Manchester, Birmingham and Leeds. The layouts incorporated our brand campaign imagery as well as the iconic ASOS white noise pattern.
The campaign was shot in both London and LA to really emphasis versatility in the range. Shooting with two native photographers allowed what we captured to be a true representation of both the locations and the talent that we cast.
Head of Creative: Pascal Duval
Art Directors: Jodie Morgan & Sarah McGreevy
Photographer - London: Sam Wilson
Photographer - LA: Daniel Regan
Director: Sam de Jong - Halal Agency
Stylists: Natalie Mickey, Ben Van Den Broek, Olivia Stoddart