ART DIRECTION
CAMPAIGN STRATEGY
SUPERDRY SUSTAINABILITY ‘23
I was tasked with leading the creative for the re-invention of Superdry and all its efforts through its sustainability lens. We focussed on the 3 pillars: Organic Cotton, Circularity and Net Zero. We worked with an all-female-led cast of actors, influencers and musicians who could activate their young audience and re-introduce Superdry in a much more considered and fresh way.
ACHIEVEMENTS
• 485 Million views (29 Million VCR)
• Sustainable collections now contribute to 60% of sales
• Nominated for DRUM awards for Best Sustainable Campaign ‘22
BETTER CHOICES *
BETTER FUTURE *
BETTER CHOICES * BETTER FUTURE *
PHASE 2 CAMPAIGN
We created pillar-specific videos per talent that focussed on reemphasising the sustainable achievements of Superdry.
