What do Gucci, space exploration & comic books have in common? Not much but, that didn’t stop me from combining them in this campaign.

Brief: Launch Gucci's customisable ACE sneakers on Mytheresa.com.

Insight: Luxury fashion houses aren’t typically the first to adopt new digital trends. Which is why when Gucci teamed up with mytheresa to sell customisable versions of their iconic ACE sneakers, we needed to think out of the box. So far out, we ended up in space.

Idea: A campaign that combines elements of space exploration and comic book aesthetics to create an out of this world aesthetic. As Creative Content Manager, I collaborated with Mytheresa’s creative director to conceptualise a shoot inspired by space-themed comic book covers. I sourced props and provided visual direction to the fashion photographer on set. Additionally, I crafted copy for the homepage, landing page, and EDMs to support the launch.

Outcome: Homepage clicks exceeded average benchmarks, contributing to over €45,000 in revenue within the first week.