One8 Select
- AdFilm, Campaign, Identity & Packaging
One 8 Select represents Virat Kohli's venture into the formal wear market, a direct reflection of his style and expressive freedom. Collaborating closely with Virat and the Cornerstone team, we crafted a distinctive brand identity for One 8 Select. This foundation paved the way for a launch campaign aimed at introducing and defining the brand to its target audience.
Fall Campaign
​
The photo shoot and campaign was planned entirely internally from the conceptual stage through execution.
After a thorough identity exercise; and qualitative research of the target audience; it was decide to take a higher end and almost high fashion approach with the campaign. We chose to do this through a series statement photographs. Every detail including location and poses were sketched that highlight the product and abided by the brands identity.
​Post production also added a touch of intrigue through the use of a overpass filter to balance the picture and avoid distracting elements. This was also intended as an identifying factor for the brand's campaign.
We aimed to outline and share the vision of the brand from Virat's perspective; and we achieved this through a set of copy statements, a direct reflection of the brand's persona.
Considering applications and varying mediums; a dark variation for digital screens was also developed.
AdFilm
For the launch, we crafted a TVC/Digital Video aimed at tier 2 & 3 markets, focusing on above-the-line (ATL) marketing strategies. Tailored for these audiences, the video, produced in collaboration with CrissCross Films and directed by the acclaimed Narayan Shri, adopts a more mass-market approach. It blends an accessible brand tone with product highlights, further enriching Virat's association.
Concept Art & Photography
​
Artwork that focused on an abstract representation of the brand values and aesthetics was produced through a combination of photography and photo manipulation; a series of images were created as product teasers and for use at press events and as promotional imagery.
