PUFFERS
Concepts
Design
Copy
Free People
The Brief
The ask was simple: create a concept for a November puffer jacket campaign, including tagline, visuals, and tactics for a social extension.
The Approach
Developed campaign and social tactics, and three distinct campaign concepts spanning a range of budgets: a studio-based option, a street style inspired shoot shot in a city like Philadelphia or New York, and a high production concept shot on location somewhere like Iceland. Different budgets, different energies, all unmistakably Free People.
CAMPAIGN TACTICS
Goal: Establish the puffer as the must-have winter staple
Audience Focus: Northeast, Midwest, PNW
Where: Ecomm, social (paid & organic), email, influencer
Visual Direction:
Lead with product and color. It’s all about the puffers: clean framing, with nothing competing for attention
Imagery and design should put her in a headspace where she needs this jacket. Warm, cozy, and impossible to scroll past
Connect puffer styling to the broader winter collection through winter accessories and layering
SOCIAL TACTICS
A Puffer a Day
Instagram stories showcasing the breadth of the season’s puffer collection, with styling tips for the wide range of colors and silhouettes
Execution: Tiktok style video of a girl walking down the street, jump-cutting through styles and colors.
How do you puffer?
Community photos showing puffers in action: in the city, on a hike, walking the dog. Real people, real wear, real winter.
Puffer Education
Highlight performance features and design details that make FP puffers worth it. Internal pockets, packability, a removable hood. All the things she didn’t know she needed.
CONCEPT ONE
The Puffer Shop takes studio photography and turns it into a campaign. The concept is clean, and product-forward, elevated with feature textures that nod to puffer construction. Warm, muted tones give it a cozy feel, and the curved type in the logo alludes to the “puff” of the jacket itself.
Budget: $
CONCEPT TAGLINES
Warm, Warmer, Warmest
Coziest Ever
All Winter Long
CAMPAIGN SKETCHES
CONCEPT TWO
It’s Puffer Season is for the cool girl who’s out in the city all winter and looks good doing it. Street style photography shot in Philadelphia or New York, with contrast punched up and a cool tone that feels like a gray winter day. Texture comes from the city itself: overhead street shots, building facades, and clouds that say winter is here.
Budget: $$
CONCEPT TAGLINES
Covered & Cozy
Your New Best Friend
For On & Off the Grid
CAMPAIGN SKETCHES
CONCEPT THREE
Adventure Club is inspired by the meandering lines found in nature and the clean lines of Icelandic architecture. The campaign speaks to the outdoor recreation origin of the puffer jacket, and the idea that a Free People puffer is stylish enough to be worth the luggage space.
Budget: $$$
CONCEPT TAGLINES
Winter Forever
For On & Off The Grid
Don’t Winter Without It
CAMPAIGN SKETCHES
