Asos required several objectives to be achieved in its summer campaign. Four very distinct fashion segments were set out for promotion. Occasionwear, swimwear, partywear, and outdoor were all individual segments of the Asos summer campaign. All four segments were allocated budget predicated on the acquisition, awareness, and engagement of each fashion segment.
The purpose of the creative is to capture attention via subtle cinematic like moments. Social media feeds shout for attention, a placid classy creative synthesizes against what audiences commonly see. This ambiguity would aid in capturing curiosity for people scrolling through a social media feed.
Much of the process was selecting the correct edits. Keeping typeset and copy consistent throughout the process is integral for each asset to feel embedded in the Asos brand.