campaign
A leading name in luxury resale
A creative brief written for the US launch of a leading name in luxury resale. The market is fiercely competitive, awareness is still low, and the main rival trades on how closely the two platforms resemble each other. The brief sets a target of affluent American women between thirty and fifty, and one clear objective: to stand apart for good, through values, aesthetics and quality of service.
The concept, Timeless Elegance Across Generations, celebrates elegance passed down between generations through four short films, carried by a single voiceover with sophisticated irreverence and chic nonconformity. Four women, four cities and four ages answer one another, and French savoir-faire runs through the campaign as a knowing wink, from the teaser to the production plan.
the film · one teaser and four 15-second portraits
The campaign is conceived as a series of films: a cinematic teaser, then four portraits released in sequence, each built in four shots and carried by the same voiceover. Every film follows one of the four women, in her city and her home, up to her tagline. The moodboards below, one per persona, give the mood of each portrait.
Trust the Process, Innovation Meets Authenticity.
A tech entrepreneur in a minimalist interior with French accents, she authenticates a luxury piece from the app; the gesture stages the platform's technological lead.
“In San Francisco, where innovation meets elegance, every click unveils a world of authentic luxury.”
moodboard · reference and mood images gathered to project the idea, not produced by me · rights reserved to their authorsWear Your Values, Empowerment Through Sustainable Fashion.
A committed lawyer in an elegant apartment poised between American and French taste, she embodies the accessibility of luxury and the social responsibility of resale.
“In Chicago, every step is a stride towards change.”
moodboard · reference and mood images gathered to project the idea, not produced by me · rights reserved to their authorsLegacy of Elegance, Fashion That Tells a Story.
An artist in a French Quarter studio, she passes a luxury piece on to her daughter; fashion as story, inheritance and self-expression.
“In the artistic heart of New Orleans, every color tells a story.”
moodboard · reference and mood images gathered to project the idea, not produced by me · rights reserved to their authorsBeyond Ownership, A Lifetime of Fashion Heritage.
A fashion connoisseur in a classic Boston house, she is writing her memoirs; we understand that her voice, with its French accent, has carried all four films. Her granddaughter joins her in the final shot.
“In Boston, where tradition meets the future.”
moodboard · reference and mood images gathered to project the idea, not produced by me · rights reserved to their authorswriting · campaign copywriting (taglines and voiceover written in english)
“Here, luxury is pre-loved, but our impact is top-notch.”
tagline“True class is making the old new again.”
tagline“Our clothes have a history, our commitment has a future.”
tagline