XCVI
30 Years, Styled.
Campaign strategy, creative and shoot direction, editorial and rollout through Discontent.
The brief
3 stylists. 30 looks. An anniversary campaign connecting the collection, film, editorial, and the rollout.
Campaign & execution
The opportunity
XCVI’s 30th anniversary was an opportunity to celebrate the women who love the brand and show more of the collection’s styling possibilities online.
The direction
The campaign explored how women from different walks of life make XCVI their own. We invited 3 stylists to interpret the same collection, each creating 10 looks. Their styling revealed more of what the clothes could do, while films and interviews captured why they love the brand.
I directed the campaign from concept through production and created the complete editorial catalog. Through Discontent, we worked with Hello There Collective on production and the hero social films.
XCVI / 30th anniversary
The complete catalog.
The complete 41-page campaign catalog, with styling, product details and ways to shop.
READ THE FULL CATALOGStories in motion.
Stylist interviews, lifestyle films and paid ads extended the campaign on mobile.
Developed through Discontent with XCVI, Hello There Collective and the participating stylists.
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