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. For this shoot, both still and a series of short-form video was created to highlight each silhouette.
This campaign also included a partnership with T-Brand Studios to develop a series of digital ads featured on NewYorkTimes.com and the layout of a printed center page spread seen in New York Times. Teaming up with this collaboration included Statement Makers: a group of five social responsible women.
Deliverables
Photo Editorial / Catalog / Out-Of-Home / Event Collateral / Social Feed Takeover and Teasers / Paid Social Strategy & Design / Email Series / T-Brand Studio Partnership
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