Louis Cassib x Basics

Made as a student at SCAD. Charlie worked as Creative, Art Director and Illustrator.

A campaign of work made including: 1x Case Study, 1x brand film, 6x social assets, 3 print

PROBLEM

Create a campaign which makes Uniqlo the indisputable go to brand for basic garments.

INSIGHT

Everyone owns a plain white T. It's an essential garment for both the most and least fashionable.

SOLUTION

Create our very own completely fictional fashion designer, Louis Cassib, to help create the world's most basic drop.

HOW IT WORKS

Build up the tension by releasing exclusive clips and sneak peeks of Cassib. After the drop of a plain white T and Cassib reveal a campaign promoting the simplicity and adaptability of the plain white T.

Pre-drop social

Content released prior to fake drop.

Fake Interview

Creation of an entire fake interview to post on various platforms - giving insight into Uniqlos new designer.

The Final Campaign

The campaign would come full circle, stressing their basic T but never forgetting Cassib.

Further campaign deliverables

Art Direction :

Copywriting :

Charlie Yuille and William Alan Harris

Adia Chaney, Charlie Yuille and William Alan Harris