Girl Dangerous
ThE Psychedelic Birth Flower Collection
The Psychedelic Birth Flower Collection was designed as a play off of the previously successful Zodiac Band Collection from LA based T-Shirt company Girl Dangerous. Each month’s flower was turned into a T-shirt showcasing both the name of the flower and the month it was associated with. A combination of UGC and In House creative content was used in order to bring this dreamy and surreal collection to the consumer.
Creative Direction - Olivia Mae
Photography - Missy Barbone & Kasey Jo Gerst
Graphic Design & Photo Retouching - Olivia Mae
Models - Kasey Jo Gerst & Blue Omari
CREATIVE DIRECTION
Creative direction of this campaign began with a mood board outlining the vibe and visual language to be used. Music and film suggestions, such as Brittany Howard’s What Now and the 1966 Czech film Daisies, were also added in order to capture a more robust sense of the vision. This mood board was then distributed to UGC partners in order to guide their content creation for the campaign.
Social Media
This dreamy nostalgia was carried out throughout the social media marketing campaign, with a super 8 style ad showcasing the designs. UGC was utilized for posts on both Instagram and TikTok, brining the collection to a broader audience. Both reel, and in feed formats were used, as well as stories, in order to ensure maximum reach.
EMAIL MARKETING
Email blasts for the Psychedelic Birth Flower Collection were crafted in order to showcase the individual flowers featured on each shirt. Initial blasts featured the same skyline and floral fields of the social media campaign and web branding in order to convey the full vision of the collection, while subsequent blasts took a softer, dreamer approach to the aesthetic, focusing more on detailed photography of the designs featured in the collection.
WEB Banners
Homepage banners were crafted for both desktop and mobile, continuing the same branding style and language over from the email blasts, in order to create a cohesive experience for the consumer.
