“Direct To Garment” Campaign
My Role: Design Lead / Designer / Video Editor / Content Creator
For: PolyConcept North America (PCNA)
Creative Brief: PCNA is launching a new full color decoration method for their apparel line, Trimark. Campaign will augment distributor education on value proposition for the CMYK option. Highlighting 4 key messaging pilars: Superior To Screen Print, Long-Lasting Branding, A Better Way To Brand Apparel, and Eco-Friendly Fabrics and Decoration.
Deliverables: Product Storyboard/Merchandising, Product Custom Artwork, Feature Photography, Organic Social Media Graphics/Imagery/Video Graphics
I started by curating and modifying a series of designs that would not only qualify for this full-color art application, but utilize trends and have a robust color palette.
Product Storyboard
After I was finished with the artwork series, I worked with my Art Director to pick product for the photo shoots. Feature photography was going to be vital to sell the visuals of the large imprint areas and ink that printed directly onto the fabric without texture. We knew we wanted to group the product by brand partnerships (tentree, American Giant, etc) and a second grouping would be apparel exclusive to PCNA.
Social Media Video
At the photoshoots our Art Director got candid videos of the models in the apparel. I used that footage to edit videos in small organic social media videos for PCNA’s social platforms.
All Together
Here’s a version of all the video content together - it also works for sales presentations.
