Bummer
Summer Collection & Brand Campaign
Bummer is a bold, fun and quirky inner-wear brand that redefines comfort with bold & quirky prints. In this project, my team and I at Bummer led the Bummer's summer brand campaign, which showcased our collection brought to life with "Bold & Breezy", chilled-out summer vibes. The direction embraced the optimism, freedom and spontaneity associated with being outdoors, using beaches, bright skies, saturated colour and carefree interactions to create a world that feels unmistakably warm, youthful and distinctly Bummer.
Art Direction, Campaign Development.
The art direction was treated as a visual expression of summer, with vibrant prints, graphic patterns and contrasting colours becoming central to the product story. This approach allowed the products to retain their graphic presence while making them feel naturally connected to a lifestyle of movement, leisure and exploration.
The campaign and its art direction beautifully captured Bummer’s "Bold & Breezy" summer vibes, showcasing its chilled and cozy side through visually compelling stories. Interestingly, all the shoots were done indoors.
