kate spade new york × Naomi Watanabe
Collaboration
TAPESTRY JAPAN, LLC
kate spade new york, 2020 FALL, "Naomi Watanabe Collaboration" campaign - Hakuodo Gravity team was in charge of creative direction, planning, media buying and production management. We developed movie and visuals for the launch of the first collaboration with brand ambassador Naomi Watanabe. In the movie, Naomi Watanabe herself appeared with all three types of collaboration bags in her hands, and her spinning move in slow motion as she tried to stop a cab was humorous but effective way to demonstrate the products. The visuals with graphics that evoked the scene of her stopping a cab also expressed the wit of Kate Spade New York. The series of creative works were rolled out not only in Japan, but also in the US and other Asian countries.
