PUFFERS
Concepts
Design
Copy
Free People
The Ask
Create a concept for a November Puffer jacket campaign including tagline, visuals, tactics for advertising with social extension
My Approach
Build a mood board, write a campaign name, tagline, and concept manifesto, create a logo, and design campaign sketches that show how marketing comes to life.
CAMPAIGN TACTICS
Goal: Establish the puffer as the must-have winter staple
Audience Focus: Northeast, Midwest, PNW
Where: Ecomm, social (paid & organic), email, influencer
How?
Let the product shine & highlight bright colors to catch her eye
Get her in the mindset of cozy. Execution: models pose snuggled up in jackets
Additional Considerations
Style it with: link puffer campaign to winter accessories campaign
Consider the athlete - performance puffers warrant their own call out
SOCIAL TACTICS
A Puffer a Day
Instagram stories highlight the breadth of the season’s puffer selection with tips on how to style colors & silhouettes. Execution: TikTok style video of a girl walking down the street, jump-cutting to show a bunch of styles and/or colors
How do you puffer?
Community photos showing puffers in action - in the city, on a hike, walking the dog…
FP Puffer Picks
Insta story and in-grid post highlighting some faves from the collection
Puffer Education
Highlight performance features and special design details like internal pockets, packability, or a removable hood
CONCEPT ONE
The Puffer Shop pairs studio photography with feather-like textures. Muted, warm colors give a cozy vibe. Curved text alludes to the “puff” of puffer construction.
CONCEPT TAGLINES
Warm, Warmer, Warmest
Coziest Ever
All Winter Long
CAMPAIGN SKETCHES
CONCEPT TWO
It’s Puffer Season speaks to the it-girl who pretty much needs a puffer (or two) this winter. The campaign takes inspiration from street style photography and the textures of a city winter.
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.
CONCEPT TAGLINES
Winter Forever
For On & Off The Grid
Don’t Winter Without It
CAMPAIGN SKETCHES
