Bummer
Inactivewear | Collection Launch 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 product category of tees and shorts, called 'Inactivewear'. The launch campaign is to take us back to "Easy & Comfy Days", highlighting Bummer's key brand's pillars and positioning. The creative world was built around friendship, outdoor spaces and a distinctly youthful sense of ease, bringing the product into moments that feel spontaneous rather than staged.
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 product category of tees and shorts, called 'Inactivewear'. The launch campaign is to take us back to "Easy & Comfy Days", highlighting Bummer's key brand's pillars and positioning. The creative world was built around friendship, outdoor spaces and a distinctly youthful sense of ease, bringing the product into moments that feel spontaneous rather than staged.
Art Direction, Campaign Development
The collection translates the idea of comfort into a simple, wearable product system built around relaxed silhouettes, soft colour and uncomplicated essentials. T-shirts and shorts were presented as pieces that could move effortlessly between different people, personalities and situations, rather than being tied to a specific activity.
The art direction focused on capturing the social side of comfort: groups of friends lounging, playing, talking and occupying spaces without any obvious agenda. Natural environments, informal compositions and playful group interactions create a sense of collective ease, while the bright colour palette gives the campaign its youthful energy.
The product experience design was filled with super "cool" inactive-wear stickers and thank you card, emphasising further the art direction and the level-up themed campaign.
Stickers Pack Alongside Products
The project enabled me to apply my diverse skill set as a creative, including graphic design, visualisation, art direction, product development, communication strategy, campaign planning, team management, and more, allowing me to fully express the messaging of "Back to Easy & Comfy Days" for Bummer.
