Amy Winehouse
/
Amy Winehouse /
Amy Winehouse / Amy Winehouse /
Back To Black 20
Campaign to celebrate twenty years of the iconic album, Back To Black. Youth audience focus, particularly with merchandise collection.
Roles: co-development of campaign branding & store design, plus: merchandise design, lifestyle photography & edit, asset creation
Deliverables: branding guidelines, merchandise pitch deck & final collection (x13 pieces), store design, lifestyle shoot, campaign assets (announcement, pre-order for presale trailer, ad & TV assets, tattoo sheet)
Style Guide
Excerpt from co-developed deck
Store Design
Co-development of 2006 MySpace inspired store design, referencing Amy’s original profile & new fansite
Asset Highlights
Announce Asset & BBC Back To Black at 20 Roundhouse Event Trailer
Merchandise Design
Excerpt from full 30-page pitch deck & final collection (13/18 pieces contributed, inc. Amazon & UMusic Store exclusives)
Combining style guide elements with iconic Amy quotes to create a youthful, 2006 inspired collection retailing online and in-store globally at UMusic locations, as well as at the Roundhouse merch stand
Merchandise and music product model shoot on location in and around iconic Camden areas
Initial creative direction co-developed, then self-built into comprehensive treatment and shot list, then shot and edited
20 products shot across 2 days in 4 different locations
Lifestyle Shoot
Merchandise in-store globally, photography by store teams
Exclusive tattoo sheet design in-store globally & in indie stores
In-Store Coverage
