I was asked for an interview task to conceptualise and execute a digital summer campaign, showcasing my strategic vision and mixing the brand’s aesthetic with my own.

I first went through immersion, where I aimed to understand the greater beach towel industry, the Dock & Bay brand based on their website and social channels, and forecasting current macro-trends. Based on social trend of the excitement of getting out of lock down after many months of escapism, I developed the positioning to be in line with getting back out together while referencing ever-trending nostalgia that has inspired SS21 fashions.

This led to a beachy late 80s/early 90s feel, using the brand-defining stripe motif as a particular lead icon. A sunset made with line work evoked beach-oriented graphic treatments seen in the likes of California and Miami at the time. The three products being marketed were of the 3 primary colours, allowing for vibrant and eye-catching collateral. Photo direction and tone of voice emphasising groups of mates back out and back together helped bring this campaign full circle and to life.