This is a multimedia launch for DUER’s “Weatherproof” denim ( After renamed to All - Weather Denim ) This particular pair of denim was in the works for numerous years before being finalized.
For this project I creative directed the overall aesthetic across all platforms. I worked with copywriters, developers, printers, marketing specialists, photographer and cinematographers. The concept for this We used the same rainy backdrop across all platforms to create consistency and to reiterate that this pair of pants is made for the rainy weather.
ECOMM / WEBSITE - For this launch we created a landing page for this project. We also did a full website takeover for the launch of this pant. I also created accompanying google display ads that ran along with the launch.
EMAIL - We had run a few emails driving website traffic for the launch.
SOCIAL MEDIA - For the launch I had created various Instagram, Twitter and Facebook posts, with accompanying Instagram stories promoting the product and pointing all of the features of the product.
RETAIL / PRINT - In DUER’s Vancouver store, I created a window wrap that Had a pair of physical pants hanging in the window on the water backdrop behind it. This was to reiterate that this is made for rough weather. We had also signage around Vancouver and in store promoting the product.