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#GUCCIGRAM Campaign

In 2016, as a member of the editorial staff at KALEIDOSCOPE, I was invited to contribute towards a cross-platform campaign with Gucci, marking the launch of the label’s newly launched “Tian” line of accessories. “Tian” is an ornate, nature-themed pattern derived from tropes dating back to 10th-century Buddhist painting. So as to reinforce this art historical grounding and extend the notion of “updated traditions,” we agreed to invite a group of prominent Asian contemporary artists to reinterpret Gucci’s new pattern, each producing a new and unique artwork as response. With premise in place, my responsibilities included proposing and securing the participating artists; drafting an introductory text (an excerpt of which is included on the following page) and press release to articulate the project; and commissioning outside writers to produce brief profiles for each given artwork, which I then edited for both content and grammar. The resulting campaign was presented as a seven-page centerfold in the Spring 2016 issue of KALEIDOSCOPE’s Asia edition, as a stand-alone feature on the magazine’s app, and as a digital story that unfolded incrementally on KALEIDOSCOPE’s and Gucci’s respective social media accounts.

Project Roles
Art Director, Content Producer, Copywriter, Editor (Brand/Content), Writer
Company
Kaleidoscope
Skills
Conceptual, Content, Content Management, Copywriting, Editing, Editorial
Media
Fashion Designs, Magazines, Social Media Content, Social Media Copy
Project Industries
Advertising, Entertainment, Fashion, International, Media
#GUCCIGRAM Campaign
#GUCCIGRAM Campaign
#GUCCIGRAM Campaign