Bummer
Valentine's Collection & 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 product development and communication campaign for Bummer’s new valentines prints launch. This time, we cranked up the "Groove into Love" with a throwback to the golden era of disco! The campaign explored love through Bummer’s own visual language—playful, intimate and slightly irreverent rather than traditionally romantic. The creative direction centred on the idea of 80s Disco theme, mixing all together to create a fun, bold and vibrant V'day Campaign.
Creative Direction, Art Direction, Campaign Development.
The collection's design direction was expressive 80s nostalgic Disco prints, imbued with 80s fashion, disco elements, vibrant vintage colours, mixing V'days chemistry with in a fun disco themed campaign, something never done before and completely aligning with the brand's quirky and bold personality.
The art direction was conceived as a deliberately heightened interpretation of intimacy, using saturated colour, gradient lighting, playful posing and tactile set elements to create a world that beautifully combines all the creative direction elements. Couples were directed to interact naturally within exaggerated scenarios, balancing physical closeness with humour and movement. The final creative language sits between fashion editorial, pop culture and visual comedy.
The product experience design was filled with vibrant nostalgic stickers and thank you card, emphasising further the art direction and the V'day disco themed campaign.
This was my first major project as Bummer’s Creative Lead. I envisioned a disco-themed print and campaign with the big idea "Groove Into Love", which was beautifully executed through art direction and product design, ultimately becoming a great success with our audience.
