Case Study
Launching Jet Set 6: a social first, influencer-led campaign series for Michael Kors to drive the shoe category.

Scope of Work
Branding
Packaging
Advertising Campaign
Social Content
Website Design & Content
Visual & Retail Support

Branding and Packaging

Michael Kors saw an opportunity to expand their marketshare in the shoe category and challenged my team to develop marketing to push it. Since sharing multiple shapes was key to them, we brainstormed and pitched the concept of ‘the Jetset 6 Collection”, a versatile shoe collection that can take you anywhere.  

I was responsible for building the creative team and overseeing all Creative Direction for the strategy and content. I custom drew the brand identity for the line which lived across product, marketing, site, social, visual and even a custom suitcase. After designing all on-product branding and packaging, we got down to the campaigns.

Advertising Campaign

Because the main push for the campaigns was going to be socially and digitally led, we engaged influencer, Lily Aldridge as the face. We built a content plan that responded to the budget restrictions while maintaining maximum flexibility for all of the places it would live.

The first two iterations of the campaign saw Lily travel to both Rio and Paris. This third installation used LA as the destination and explored combining themes of paparazzi with the playfulness and tongue in cheek spy films from the 60's with a nice dash of microfilm motion graphics. 

Credits

CCO: Michael Kors
VP Global Creative: Ryan Jones
Sr. Art Director: Kyle Van Loo
Art Direction & Design: Michael Chilton
Photography: Kyle Van Loo
Cinematography & Editing: Spreadhouse

CONTACT

©2024 RYAN ROBERT JONES