Born in California in 1992 and acquired by Luxottica in 1999, Arnette is an easy-going eyewear brand that talks to young consumers. The new Post Malone-inspired collection is the definition of iconic outsider style for no-rules individuals. Moving away from the original surf & skate positioning, the collaboration with a young global-known talent aimed to amplify the brand awareness among the Young Millennials & Gen Zs and reinforce the new streetstyle positioning. It was fundamental to communicate the dynamism of the brand and its energy across all the touchpoints, especially the digital experience.
What does Post Malone get up to in his day off?
Post Malone teamed up with Arnette to promote the SS19 Sustainable Collection as well as his very own Signature Model centered around eco-friendly practices, bio-based plastic, and recycled elastane pouches.
The campaign gives a glance at POST MALONE's downtime in between shows of his tour. It's a day off before the concert, when it's all about catching rays, zoning out, getting inspiration and being his most authentic self. Flowing through an isolated desert environment where numerous Post Malones coexist, often within the same frame, each sporting different eyewear from the collection.
Film
Visual Asset
Considering my experience with Sunglass Hut - the only e-commerce selling Arnette brand at that point - I've been given this opportunity to take care of this project.
So, my job was to contribute to the entire creative process and support CD with concept, creative proposal, shooting, key visuals, declinations. I followed both the digital flagship (Arnette) and e-commerce (SunglassHut) pages in order to keep them coherent.
I contributed on developing brand, product and editorial content across digital and social customer ecosystem. That included definition of a new digital positioning, bringing focus on new capsule collection and definition of a vertical storytelling. Also assisted in the creation of digital templates, guidelines and specification documents, recommending enhancements and efficiencies.
post malone X arnette flagship
SOCial content EXAMPLE
Campaign’s Backstage
Digital Flagship UI
POST MALONE X ARNETTE DIGITAL FLAGSHIP DESKTOP
POST MALONE X ARNETTE DIGITAL FLAGSHIP MOBILE
Social
POST MALONE X ARNETTE - SOCIAL CONTENT EXAMPLE
Ecomm UI
POST MALONE X ARNETTE SUNGLASS HUT BRAND PAGE
Flagship Window Display
OOH
Activation
The highly anticipated Post Malone x Arnette collaborative collection was presented at the 2nd annual Posty Fest back in 2019, held in Arlington, Texas at the AT&T Stadium. The festival, which special performances by Pharrell Williams, Meek Mill, Rae Sremmurd, Jaden Smith, Dominic Fike, Doja Cat, Yella Breezy , Tylah Yaweh, SAINt JHN, Iann Dior, Beach Fossils, Snowy, Maj, DJ set by Kerwin Frost, and surprise guests G-Eazy and Swae Lee, was home to a pop-up where festival-goers could get their hands on a pair of frames. They were sold exclusively at the Mad Max inspired interactive Sunglass Hut bus activation.
Credits
Client Luxottica
Brand Arnette, Sunglass Hut
Creative Director @Luxottica Beatriz Lamarca
Copywriter @Luxottica Sarah Elizabeth Ward
Art Director @Luxottica Karina Nurdinova
Digital Designer @Luxottica Michelangelo Melandri
Producer @Luxottica Riccardo Febbrari
Creative Strategy @Luxottica Andrea Vasquez Medina
Brand Manager @Arnette Luigi La Mendola
Brand Manager @Sunglass Hut Camilla Colnaghi
3D Visualizer Marco Zanata
Production Company RSA
Director Yoni Lappin
Digital Production/VFX/Post Chapeau Studios
On Set VFX Supervisor Ben Looram
Senior Creative Director Lauren Mayer-Beug
Senior Post Producer Lauren Stepan
Post Producer Chris Almerico, Jesse Hoy
EP Wandie Kabule
Director of Photography Todd Martin
Edit Fouad Gaber
Colourist Jason Wallis
Lead Comp Artist Francisco Garcia Nava
Flame Artist Clarke Rives
Motion Control Camera Control
Titan Operator Simon Wakley
Set Designer Shelley Burgon
Stylist Catherine Hahn