Lane Crawford's AW12 Sale was one of my major project back working in the company. I was deeply involved from the very beginning of the conceptualization stage to the post production.
The prototype concept of the campaign was 'flash' which mean the program will have surprise aspect to it. and customers who participate would have benefits regarding purchasing products included in the sale program.
( elements of the program )
I thought about how would you describe a sale program.
Limited Time/
Urgency/
Desire/
After brainstorming / imagesearching,
I connected them to
Digital Clock, airport arrival signage, LED signage
( above 3 images are from moodboard
I created via image searching )
From these inspirations I have developed the typography
(prototype typography/ edm layout)
( typography animation )
But it was still missing that digital aspect.or the 'movement of light' I wanted, which you can see in the following moodboard I made back then to pitch the concept of light / movement.
( moodboard @ development stage )
So we rented LED screen for outdoor advertising and played the typographic animation onto the screen and re-shoot the screen to create the texture.
music credit: Bag raiders - fun punch remix.
I wanted to add it siren / alarm element to the project.
( countdown on Lanecrawford.com sale pop up )
The program which developed from the 'digital clock' concept, we initiated countdown for the sale program and every promotion from the campaign on the pop up website.
Customers were invited to participate for the promotion and we sent countdown via EDMs.
(taxi ad - autoplay when door opens)
( printed DM )
( Youtube Header ad )
( visual merchandising setup )