K-WAY
Utilising playful, animated storytelling to showcase a versatile, weather-ready Festival Kit.
Services
Art Direction
Brand Strategy
Motion Design
Photography
Introduction
K-Way: Come rain or shine.
Playful yet practical French brand K-Way is famed for creating the packable windbreaker jacket.
For SS23, K-Way joined forces with Universal Works to produce a ‘Festival Kit’ collection. With the unpredictable UK summer weather in mind, the collection features two jackets and a festival bag, all produced using a recycled version of K-WAY’s house fabric.
The collaboration results in high-performance gear that is responsibly made and looks great whether you’re at a festival or not, come rain or shine.
The Brief
Universal Works and K-WAY never want you to leave home without your “Festival Kit”, so they asked us to produce the new SS23 campaign, with assets spanning from teasers to throughout the full launch. The campaign needed to capture K-Way’s iconic playful utility with Universal Works sensibilities.
The Output
We began building the campaign by creating multiple compositions depicting scenarios of festival life both in rain and shine. Contrasting shots of the model in sunny and wet conditions convey the versatility of the collection; light, packable and waterproof, it guarantees success with whatever the great British summer throws at you.
Illustration elements interacted with the model via the use of cell animation to create mini-narratives, and this also allowed us to derive stills to use across the campaign.
