Concept Lab: a Brand Campaign for Telfar
Bringing people back at the table through meaningful connections
Hi everyone,
Very excited to present a new Concept Lab newsletter today. These always float in the back of my head and I tend to overcomplicate things and then chuck it away, never revisiting it again. From the reader survey I found that a lot of people loved the Concept Labs, so I thought maybe I shouldn’t overthink it was much as just present ideas that I have. If you are curious what I did in the previous editions, I will link them down below. The first one I reimagined the American Dream with Thom Browne and the second one we created an in-depth magazine editorial inspired by Circus Core.
Concept Lab: A Circus-core Magazine Editorial
A full breakdown of a magazine editorial pitch including how to come up with a concept, making it relevant to the zeitgeist and building out the different elements.
Concept Lab: Reimagining the American Dream with Thom Browne
A full breakdown of a Thom Browne Campaign Concept: Playfulness Meets Critical Commentary
The reality is that ideas are ideas and when you present multiple ideas to the client, the one that gets picked will always evolve throughout the process. The Concept Lab newsletters are there to present the initial idea and how I’d have it in mind to be executed, without the thought of a budget, client expectations or having to make compromises with other team members. It’s fun to do this, so take it with a grain of salt! Just like with the magazine editorial Concept Lab, I will explain some theory while I am doing it so it becomes a very educational piece.
This content is exclusively for paid subscribers, so consider upgrading to a paid subscription to see the full concept and art direction with everything broken down. As a paid subscriber you also get access to the full archive, a paid walled post every Sunday, guided art direction feedback on briefings and an upcoming ‘Find Your Art Direction DNA’ in 30 days course.
Behind the paywall you can expect:
A full breakdown on the thought-process behind setting up a campaign, showing a mock-up campaign including visuals and research.
How to find insights, the different type of insights and how they set a strong foundation for your creative idea.
The importance of knowing the brand/client inside-out.
Combine brand research and insights with cultural symbols to create something conceptually- and visually strong.
Concept extensions like activations
The entire thought-process + theory and the art direction concept I created.