our dirty little secret.

spring 2024

in association with loyola Marymount university m-school.

as part of the conceptual brand thinking course, we worked with a strategic brief developed by the m-school brand planning & strategy course students, on crafting a fully-integrated campaign for Christy dawn.

the brief

Objective: inspire young women to prioritize regenerative apparel

problem: sustainability is not a driving factor in Gen z’s purchasing decisions

people: gen z women who believe in the power of positive energy and engage in practices in their own lives to attract them

insight: good vibes make people care about Christy dawn clothing

strategy; good vibes woven in

tag line

“our Dirty little secret”

We design clothes for people who live their lives freely and boldly. The type of effortlessly cool people you look at and think, “What’s their secret?” Ours? We care. That’s right; Christy Dawn cares about creating clothes that make you look and feel great, but we also care about the environment, and we back it up with a regenerative process that actually heals the earth. Keep it between us.

creatives

The film follows the popular “Christy Dawn Girls” and their entourage as they go throughout their day, showing the great times you can have when you embrace good fashion, amazing vibes and a sense of community.