BRAND*
ACTIVATION
NOVEMBER 2024, PARIS, FRANCE
To generate buzz for the sustainable fashion show in Paris on 27/11/2024, launch my brand on social media, and showcase my collections for the first time, I conceptualized and developed several ONLINE AND OFFLINE activation tools.
All offline tools were photographed and filmed to amplify them online, using the same Fujifilm digital camera and camcorder for consistent color grading and a vintage feel across all channels. These were the same devices used for shooting the campaigns.
EDIBLE
BRAND IDs
I CRAFTED PERSONALIZED LENA:BUHL Wearables BRAND IDS with edible lanyards for a unique, Y2K-inspired aesthetic, GIFTED theM to all models ("family") AND UTILIZED THEM as invitations for VIP guests ("friends") attending the PARIS fashion show.
The BRAND IDS WERE THEN photographed in a cool-kids-aesthetic to create aspirational value on social media and strengthen the community aspect.
MULTI-USAGE STICKERS
I designed stickers featuring the symbol of LENA:BUHL Wearables—a Nokia phone—which were distributed across Paris.
AFTERWARDS I photographed the stickers in various locations and animated them to create engaging social media content.
Since Paris is known for its young adult smokers, I upcycled existing lighters by adding THE branded stickers during parties and in bars, which included a QR code linking to social media on the back.
STORYRELLING POSTER
I designed 10 DIFFERENT posters, which were distributed across Paris.
These featured mysterious, brand-driven messages like the "missing" posters WITH FABRICS AND PIECES THAT WERE repurposed DURING MY DESIGN PROCESS AND THEREFORE GONE. This twist was later revealed as part of the activation campaign.
ANOTHER EXAMPLE ARE THE connect-the-dots posters to evoke '90s childhood nostalgia. The campaign maintained an air of mystery, with no immediate details about what was coming or the clothing pieces involved. Gradually, the audience was invited to "connect the dots."
I then created videos showcasing interactions with the campaign, such as people engaging with the poster or PEOPLE putting up posters on their campus WITH a funny and engaging copy, joking that THEY were risking THEIR degree for vandalizing the campus just to spread the word about A fashion show.
SIDEWALK GRAFFITI
Using stencils and spray chalk, I marked sidewalks with the brand logo and Instagram handle.
UPCYCLED BUSSINESS CARDS
I upcycled existing receipts into business cards by folding them into small pouches, adding brand stickers inside, sewing a LENA:BUHL tag on the outside, and attaching a QR code linking to social media. The result was an interactive, multimedia creation that was both tactile and visually captivating.
VIDEO CONTENT
Lastly, I wrote, directed, and edited activation videos to enhance reach and impact.