Project Management, Production, Ecommerce, Digital, Press
”Dreaming eyes open, 2024”. Produce and execute the seasonal look book, ecommerce and motion campaign for Song for the Mute’s SS24 collection, titled 24.1 THE DREAMERS. Send press outreach to secure media placements, plus press and creator appointments during the Paris Fashion Week showroom.
To bring the Creative Director’s vision to life ahead of Paris Market Week, I produced the seasonal campaign bringing together photographer Lilly Waters, stylist Stephen Mann, set designer Cristina Guerrero, and motion editor Gemma Di Maria.
Due to the tight deadlines ahead of Song for the Mute’s Paris Fashion Week showroom, we shot the Look Book, Creative Stills and Motion assets on 6 models in one day across two evolving sets.
I worked closely with creative agency 21—87 to produce the seasonal printed look books, which serve as the key collection reference for buyers, press and media during fashion week. This enables the wholesale team the ability to share the collection narratives succinctly during buying appointments.
Once the team arrives back from Paris and the Flagship Store buy is confirmed, I work with cross-functional teams in retail and production to produce the seasonal ecommerce shoot, managing teams on shoot day, finalising post-production, and support the final online merchandise layout.
I strategise, execute and design all seasonal EDM correspondence and develop automated flows via Klaviyo. Results include an average Open Rate of 38%, Click Rate of 3.3% and Attributed Revenue of over $1m since 2022.
To support the collection release during market week I reached out to key press and media titles, securing placements and driving brand awareness around the collection and showroom dates.
Photography, Lilli Waters Styling, Stephen Mann Creative Direction, Song for the Mute Set Design, Cristina Guerrero Fernández at The Artline Motion, Gemma Di Maria Music, Lastlings Hair & Makeup, Diane Gorgievski and Peter Beard at The Artist Group Models, Jack (Chadwick), Liam (Kult), Lucas (IMG), Olympia (Kult), Sadie (Kult), Yixin (People Agency) Design Direction, 21—87 Retouching, Rebekka Lee Johnson Special Thanks, Marland Backus, Phoebe Cutler, Elishia Jackson, Crossing Threads