Later brand campaign

The first Later brand campaign launched across SXSW in Austin, just two weeks after the the launch of the Later rebrand. Made You Look, the campaign platform, included digital, social, and experiential activations across Manhattan, Austin, Coachella, and (coming soon) Cannes.

Role: Executive Creative Director

Scope: Creative direction, art direction, messaging

Goal: Develop a breakthrough brand awareness campaign that introduces Later as the undeniable category leader in influencer marketing.

Concept: Made You Look
Attention is the ultimate currency in the creator economy. Beyond micro trends and predictable motifs, your influence means nothing if you don't have the drive to do something different. Made you look celebrates the impossible-to-ignore, the radically creative creators that spark conversations and build communities. We went into the homes and studios of 5 different niche creators and filmed them BTS, revealing what it takes to make someone look.

Partners:

Photos by Joe Perri
Copywriting by Bee Gray
Design and art direction by Poppy Higton
Video by Frankie Cavalcanti and 1221 Productions