Tallia Seasonal Brand Campaigns
Seasonal Campaign Platform & Creative Direction · VP Marketing & Creative Director, Peerless Clothing
Objective
Reposition Tallia as a more elevated, youthful, and culturally relevant brand. Shift the media mix from print-dominant to digital-first. Reach a new demographic for Macy's and better specialty stores nationwide. Build a seasonal campaign platform that could scale across three distinct creative concepts in a single year.
Actions
Directed all creative from concept through production and delivery across three seasonal campaigns. Fall — concept inspired by Toulouse-Lautrec's paintings of Parisian theatrical life; Times Square Nasdaq tower activation. Lunar New Year — concept inspired by Stranger Things' Upside Down alternate dimension; first-ever digital and Times Square video activation, running October 2019 through March 2020, doubling exposure during the New Year's Eve ball drop. Spring — dreamy, ethereal creative direction completing the seasonal arc. Placed print across Esquire, Essential Homme, MR Magazine, NYT T Magazine, NY Post, and WSJ Style Magazine. Placed digital across Esquire, GQ, Essential Homme, MR Leaderboard, NYT, and WSJ.
Results
Delivered three seasonal campaigns on budget and on time. Repositioned Tallia as a more elevated, diverse, and youthful brand within the licensed Peerless portfolio. Times Square Nasdaq tower delivered 1.5 million viewers per day; Lunar New Year activation captured national television coverage during the New Year's Eve ball drop, driving shopper traffic to Macy's.