The Client: Superbalist.com, South Africa’s most-loved, online wardrobe and lifestyle destination. The brand is all about accessible style that inspires self-expression and confidence.

The Problem: Develop and execute a creative strategy to incorporate the emerging trend of Japanese fashion into a site-wide omnichannel campaign that launches in winter, sells product, and elevates the Superbalist brand. The campaign needs to balance an international approach with relevance to the South African audience.

The Audience: Young fashion-forward South African customers

The Outcome: A successful omnichannel campaign shot in Tokyo and designed in Cape Town. The campaign reached millions of customers over the course of a month and was tailored to womenswear, menswear and homeware departments. The campaign concept was influenced by a night in Tokyo. Taking to the city streets, the team created images evoking the theme. The design solution took the concept one step further by housing the photography inside shapes that allude to street signs and windows.

My Role: Creative Strategy and Brand Design

Photography: Paul Ward