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ModCloth Private Label Merchandising Launch

My Role: I was responsible for campaign concept and overall creative direction for styling, art direction, photography, video, copy and design. Partnered with CCO and merchandising leads on trends and key buys to feature within campaign.


Execution: Shot in downtown Los Angeles, the idea was to prominently feature our founder, Susan, prominently in a setting that conveyed a feeling of 'made by us' for the launch of our private label lines.  We shot Susan's homepages and landing page images on location and went back to the studio to shoot all the styles on a separate model to feature in our Style Gallery as well as for a PR lookbook. The video was created as a promo/ad and features the top styles in the collection.

Complete Launch Landing Page

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