Derek Lam 10 Crosby

CLIENT: DEREK LAM, BUTTERFLY BEAUTY
Agency: Carrot-VICE
Creative Director: Megan Cross
Main Beezy: Lauren Fodero
Digital Designer: Bridget Brennan
Developer: Max Rogers
Senior Editor: Tobias Arturi

Role: Concept, Art Direction

Original 10Crosby Films by Supermarche

THE OBJECTIVE: Drive awareness of the Derek Lam 10 Crosby Fragrance & Film Collection.

THE COLLECTION: Inspired by moments seen on New York's Crosby Street, fashion designer Derek Lam decided to take on the beauty scene. But rather than debuting just one scent, he dove in with a wardrobe of 10 fragrances and a film collaboration with Supermarche.

THE CHALLENGE: The beauty team came to us with 10 fragrances and 10 short films that were to tell stories of the fragrances. How do we drive purchase of the 10 fragrances by way of awareness of the 10 corresponding films?

THE CREATIVE STRATEGY: Let's MAKE A SCENE (or ten). We proposed a two-act storyline: 1- create awareness of the stories that inspired the fragrances, 2- drive to purchase of the fragrances. The first act would establish an emotional connection while the second act would functionally connect people to nearby Sephora stores.

10CrosbyFilms: ACT I

To introduce the fragrances and film collaboration, we proposed a VR experience at the launch event and a 360 cinemagraph on Facebook to seed the scenes inspired by Crosby Street.

1 STREET

Mini scenes, paired with guiding ambisonics, from each of the ten fragrance stories would be discoverable as viewers moved through the 360 visual space.

To spread awareness, the 360 experiences living on Facebook would link fragrance and film appreciators to the Derek Lam 10 Crosby site, where they could watch the films and find their fragrance.

10CrosbyFilms: ACT II

To drive to purchase at Sephora.com, we created a series of rich media banners to draw people in for the film and direct them through the purchase funnel.

We also proposed a series of Snapchat geofilters at Sephora stores to encourage users to generate content that encapsulates their own found scenes when selfies and beauty routines are most top-of-mind.

BOTTLED SNAPS

And here's some behind-the-scenes footage of Derek and his collaborators making their 10Crosby scenes.