Milly

Milly


MILLY (by Michelle Smith) wanted to rebrand their advertising and communications to reflect the attributes of their new collections: edgy, irreverent, bold and colorful. When Michelle established the MILLY brand it gained fast recognition for its retro & vintage inspired looks merging American silhouettes with French atelier style. While Michelle has kept emphasis on impeccable details and high-end custom fabrics, the style has shifted towards bolder and more fashion forward looks. We worked closely with MILLY on a rebrand campaign that reflected this evolution. We kept the existing logo mark but evolved it through animation and placement. Whether the logo grows flowers, freezes over in ice, or is painted onto a woman's body; each application can reflect the themes and inspirations of the most recent seasons clothing line and patterns. Consumers are used to digesting large amounts of imagery and content from brands daily through social media. Recognizing this, we created a campaign consisting of over 400 images and animations that accompanies an influencer program which will roll out over the next year on social. Follow @milly on instagram for the full campaign.


Disciplines: Advertising, Branding, Digital

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CREATIVE / ART DIRECTION: Jessica Walsh, Stefan Sagmeister
DESIGN : Jessica Walsh, Angela Iannarelli, Aron Filkey, Matteo Giuseppe Pani, Daniel Forero, Valentin Breyne, Olivier Charland, Dennis Adelmann
PHOTOGRAPHY: Henry Hargreaves, Aron Filkey
MAKE UP: Anastasia Durasova
PRODUCTION: Group Theory, Molly Brunk, Emily Frank
3D / ANIMATION: Esteban Diácono, Brad Pickard, Pierre Bourjo, Joe Wright
RETOUCHING : Lutz & Schmidt, Daniel Plateado
Image gallery