East of These is a local fashion brand in its' first few years of business. Their sales channels include their company website and retail stores. Products range from turbans to scarves and their primary demographic is moms 22-35 and their daughters.
As a young company with a fashion product not backed by a celebrity designer or helped by a unique charity model (TOMS, etc.) East of These was fighting for a space at larger retailers. While popular in its home market of Lakeland, Florida, East of These did not have enough brand equity with its consumers to sell its products to regional and national retailers.
When meeting with East of These, it became clear that their biggest need was to create marketing materials that focused on the lifestyle ideals of their primary demographic. We presented Taylor (owner of East of These) with the idea of creating a campaign that focused on the 'moments of joy' shared by women of various ages with a central story of a little girl running into her mom's embrace. While the videos feature her summer line they were shot to represent her core brand for years to come.
Final Campaign Solution
The final campaign included multiple video commercials as well as photography. The seven final videos featured various depictions of the joy that East of These products represent and used footage from the two days of production. For photography we delivered more than 150 images during the two days of video production as well as two other studio photo shoots at our studio in downtown Lakeland. The result is cohesive brand media across the East of These website, Facebook and Instagram. This strong imagery is creating a platform for East of These to become a regional fashion brand in Central Florida retailers.