WOOLRICH_Tokyo Art Book
WOOLRICH, 2019 FW, "Tokyo Art Book" campaign - Hakuhodo Gravity team was in charge of planning and strategy for TOKYO ART BOOK. The challege was how to capture the highly sensitive fashion segmeent while improving the situation that the company sales was completely relying on the hero product, ARCTIC PARKA (down jacket) with such a strong image. As a solution, we developed the "TOKYO ART BOOK", an art book localized from "American Soul" the tag line of WOOLRICH, America's oldest outdoor brand. We invited YOSHIRROTEN as the art director, peeled off WOOLRICH's past archives on the wall of the redesigned special space and conducted a guerrilla distribution.
