Creative & Design Direction
For Mirchi’s summer campaign Luca conceptualised an engaging and expressive medium to portray the brand. Mirchi On-tour is a vehicle bringing Mirchi to their audience via taste, experience, sound & culture. It is both a literal and imaginative play on the brand’s activity throughout the summer months.
The Mirchi team and Luca commissioned frequent collaborator and Parisian based Camille Bourdon with aims are to create a cohesive identity that could be translated from the introduction of the campaign to the outro.
‘Mirchi On-Tour’ Illustration
To introduce the summer campaign, Luca led the design direction for Mirchi and conceptualised an illustration that would engage and foreshadow the energy and feel of ‘Mirchi On-Tour’.
To introduce the summer campaign, Luca led the design direction for Mirchi and conceptualised an illustration that would engage and foreshadow the energy and feel of ‘Mirchi On-Tour’.
City Bag: London
As part of the marketing rollout, Luca led content direction on what would be the first look at Mirchi’s summer lifestyle product: the ‘City Bag’, designed to take Mirchi and more with you. This design was catalysed by the overarching summer concept and cohesively reflected the essence of the campaign.
As part of the marketing rollout, Luca led content direction on what would be the first look at Mirchi’s summer lifestyle product: the ‘City Bag’, designed to take Mirchi and more with you. This design was catalysed by the overarching summer concept and cohesively reflected the essence of the campaign.
Mobile Mirchi, Paris (PTSF Le Marché)
Mobile Mirchi is an impromptu street facing activation aimed at bringing Mirchi to the people. Via car or bike, you’ll find a Mirchimobile parked in a familiar place offering a one day street-market experience. For Paris Fashion Week, the team brought the concept to Pablo T-shirt Factory’s Le Marché (street market) for a one day only opportunity to preview the upcoming City Bag, purchase the bottle and experience Mirchi’s easy serves. This activation was supported by Salomon (apparel) & Marshall (sound).
Mobile Mirchi is an impromptu street facing activation aimed at bringing Mirchi to the people. Via car or bike, you’ll find a Mirchimobile parked in a familiar place offering a one day street-market experience. For Paris Fashion Week, the team brought the concept to Pablo T-shirt Factory’s Le Marché (street market) for a one day only opportunity to preview the upcoming City Bag, purchase the bottle and experience Mirchi’s easy serves. This activation was supported by Salomon (apparel) & Marshall (sound).
City & Me (Video Campaign)
As part of the ‘Mirchi On-Tour’ campaign, the City Bag was a prominent feature and means to personify the concept via mediums such as lifestyle products. The aims for this campaign were to depict the bag as an embodient of the brand moving through familiar places, being a vessel for mulitple means.
As part of the ‘Mirchi On-Tour’ campaign, the City Bag was a prominent feature and means to personify the concept via mediums such as lifestyle products. The aims for this campaign were to depict the bag as an embodient of the brand moving through familiar places, being a vessel for mulitple means.
City Bag: E-commerce & Still Life
Part of the campaign included a focused landing page made for the bag’s release, offering Mirchi Members an exclusive look and early access to the bag. For the release, Luca led the direction of the bag’s E-commerce and still life, ensuring it’s presence across web, CRM channels and social media was consistent.
Part of the campaign included a focused landing page made for the bag’s release, offering Mirchi Members an exclusive look and early access to the bag. For the release, Luca led the direction of the bag’s E-commerce and still life, ensuring it’s presence across web, CRM channels and social media was consistent.