THE CHALLENGE
As the RWB was undergoing a rebrand, a new vision was needed for company roster photo shoot. The company was in need of a compelling new visual direction which was relevant and appealed to both new and existing audiences.
THE SOLUTION
As the merging of contemporary design and timeless classics was the concept of the 2013/14 season, Jane looked to adjacent art forms to visually express this artistic vision. She identified strong parallels between fashion and ballet aesthetic and moved forward with “fashion and ballet” as a the cornerstone of the campaign. Jane approached international fashion brand, Club Monaco, for this campaign and worked with both the Winnipeg and New York Club Monaco teams to bring this campaign to life. She worked with two top Canadian stylists and a celebrated fashion photographer to create 26 unique looks used in all company marketing collateral for the 2014/15 season.
THE IMPACT
The outcome was mutually beneficial. The imagery created was used in RWB’s season collateral taken on tour across China, Europe, the United States and Canada highlighting the Club Monaco brand to international audiences. This imagery also acted as a key component in numerous press and social media campaigns for the RWB season.