The Spring Summer '23 collection was a playful take on the creative director's view of the new generation and the obsession with the digital world, with a nod to her own personal childhood. Still maintaining the nostalgic and romantic tendencies consistently implemented through design codes across all collections, the collection shoot still plays with the grown up version of a Barbie, reminiscent of the importance of the inner child.

+ collection shoot, post-production

+ auxiliary content from shoot to be

derived for social media consumption

+ social media management strategy

+ copy for website and posts

+ product shoot

+ newsletters

https://qaisthemedia.com/projects-clients-seen-users/

Content derived from outtakes from the collection shoot with the purpose of usage across social media, newsletters, and any other required forms of communication.

This content was created with the help of the amazing team of professionals behind the collection shoot.

+Full post-production and any required formatting

Product photography created via collaborating with a third party studio and team of professionals, with the purpose of promotional communications, usage across social media, as well as e-commerce entries on proprietary channels.

+Set assistance, prop-sourcing, full post-production, e-commerce formatting

As part of a strategy re-haul with a decidedly stronger focus on the digital aspect of both communications and the online UXP of e-commerce, the SS23 season saw a shift towards video media, as well as a complete rebuilding of the website, that no longer served mostly presentation purposes, but also sought an immersive experience that offers a pleasurable run through the shopping aspect. The website was created as a collaborative effort together with a very talented external developer.

+Video editing

+Project Management

+E-commerce Management

SS23 was heavily influenced by the creative director's childhood, in terms of the joy of playing, tapping into your inner child, and the beauty of dolls and creating a universe around them that tells a compelling story of how you imagine their lives to be. So we did just that and turned that imaginary universe into a reality by having fun with it.

From the collection shoot being very doll-like, we derived a lot of other fun activations:

+We collaborated with a large wig and hair extension company, Belher, to send wigs and a piece from the SS23 collection, together with instructions on how to become a SEEN Doll, to celebrities for them to have fun and post;

+We held the first SEEN USERS pop-up event in-store, open to the public as opposed to by appointment only as usual, with a BELHER stand and an exclusive preview of SS23, including a small drop of exclusive products ready-for-purchase, so that everyone can take part in the USERVERSE and become a doll for the day;

+We collaborated with a talented external illustrator to recreate our doll vision inspired from the collection shoot, and made videos to bring them to life, and turned them into stickers for all clients.

One of the most sought after events of the year is the brand's annual sale, which is always customer-first in terms of focus. To keep things exciting, we tapped a gorgeous professional dancer to help literally bring the pieces to life, after creating life-size cut-outs of some of the customer favourites and best sellers.

Banner for a private sale campaign ran mainly across newsletter, which also aided in increasing sign-ups. It had a separate live page accessible via code only.