THOM BROWNE

Daydream with Thom Browne

Challenge: Create an out-of-the-box campaign for a fashion brand by giving it personality and putting a stake on the ground.

Insight: Everyone needs a break from reality once in a while, to let their imagination run wild and seep into a daydream.

Solution: Daydream with Thom Browne

Daydreams allow us to leave our worries in reality behind. Thom Browne paves a road to escape and reminds us let your inner child override your mind. For a moment of a daydream, let yourself have a moment to appreciate the little things in life that bring the little moments of happiness

Art Director: Stephanie Kung (me!) & Han Xu / Copywriter: Stephanie Kung (me again!)

Spotify Audio Advertisement

*office noises*

Close your eyes. Enter a daydream with Thom Browne. Imagine a blue sky without a cloud in sight. You lie blissfully on the grass still sprinkled with morning dew. The birds are *chirping*, the butterflies are *fluttering* around, you hear the sound of the *wind gently caressing the leaves*. The corners of your lips perk up as you take at the moment. Pure joy. Pure bliss. The sunbeams-

*office noises commence again*

Experiential: In-store daydream experience

Stickers with “Daydream with Thom Browne” designs will be stuck on the changing room mirrors.

Daydream-like music will also be played in the background for a two-sense immersive experience.

Experiential: Daydream Photobooth

The “Daydream with Thom Browne” campaign will be launched for Thom Browne’s SS24 collection, right in time for London Fashion Week (June 10-12, 2023).

Photobooths will be stationed around trendy areas in London: Soho, Shoreditch & Nottinghill. Prints will feature the daydream graphics in daytime and sunset.

Social: Instagram Daydream Filter

A “Daydream” Instagram filter with the daylight and sunset graphics will be launched for London Fashion Week.

Influencers will be invited to use the filter to video themselves sharing a recent daydream they’ve had. Suggested influencers are Steph Hui (@stxph.h), Jihoon Kim (@jihoonkm), Bene Schulz (@bene.sz).

Sample Script for Jihoon Kim @jihoonkm

Hey guys! So yesterday, I was in class zoning out as usual and I had the craziest daydream. I was at the park, lying on the grass and I suddenly hear this buzzing sound. I get up and see a massive bee. I snapped out of it and jumped up, screaming, waving my hands around to get the bee away from me.

Everyone in class turned around to look at me, it was so embarrassing oh my god!

Anyways, can’t wait to fly to London Fashion Week in a few weeks for Thom Browne’s SS24 show! Hope to see some of you there and stay daydreaming!

We will be collaborating with VR chat to launch a “Daydream with Thom Browne” world. Users will be offered Thom Browne clothing skins to dress their avatars. The program will be accessible through Oculus Quest, Meta Quest devices.