Rothy’s Bag Launch
Knit to shape, Rothy’s sustainably crafts shoes and accessories from plastic water bottles — fifty million and counting. When Rothy’s launched their bag category, an exciting new material was added to the line up: marine plastics.
My Role
Creative Direction.
Design Direction.
On-Set Art Direction.
Design Management.
Growth Creative Strategy.
As Rothy’s set out to tackle its first 360 campaign, I was tasked to manage the project and team that would bring all elements of this campaign to life.
Innovation took center stage with Rothy’s new bag launch, using marine plastics to build a beautiful collection of five classic styles. The overall campaign was inspired by the materials story, making sure to capture each silhouette against a backdrop that nods to its origins.
Based off behavior insights, I wanted to make sure this launch was disruptive as possible. Developed a bold color story, using poppy red, which was pulsed throughout the product and styling.
Deliverables
Photo Editorial / Catalog / Out-Of-Home / Event Collateral / Social Feed Takeover and Teasers / Paid Social / Email / T-Brand Studio Partnership
Developed a series of short-form content featuring Rothy’s new bag silhouettes for paid advertisements, organic social and in-store displays.
Worked with the design team on a printed catalog featuring this new collection. Included was Rothy’s sustainability story, a spotlight on each silhouette, a behind the design section and a more in-depth story on ocean plastics.
Developed out-of-home placements all over New York City. This included subway car takeovers, wild postings, digital news stands, traditional billboards and even a painted wall featuring Rothy’s new bags.
Partnered with T-Brand Studios to develop a series of digital ads featured on NewYorkTimes.com and layout of the printed center page spread seen in New York Times.
Teamed up with launching The Statement Makers campaign and event and digital site experience, which featured five incredible taste makers and socially responsible women.
Image source: Vogue
Image source: Vogue
Contributors
Photographer — Nagi Sakai
Model — Laura Hanson Sims
Props — Chime Serra
Wardrobe — Jessica Loria
Make Up — Stacey Tan
Video Editor — Chaio Chen & Natalia Serrano
Video Color Grading — Liars and Thieves
Design Director — Lindsey Bissing
Designer — Rebecca Reid & Ashlee Rice
Copywriter — Anné Anderson
Production — Bauie
Photo Retouching — View Imaging