//Launching Superdry Sounds

Agency: Vision Nine

Client: Superdry

Campaign: Superdry Sounds (Artist & Festival partnership launch)

//The Brief

//Together with Vision Nine, Superdry completed partnerships with 7 emerging artists (Lexie Liu, Timmy Xu, Aaron Unknown, Ami Carmine, Santino Le Saint & Au/Ra) who would feature as models in Superdry’s forthcoming ATL campaigns and replace their traditional model strategy.

//With the UK, Germany and China as key markets Vision Nine also negotiated festival partnerships with Melt, Strawberry and Field Day where each of the artists would perform a set as part of a wider programme of music.

//In order to launch this incredible campaign - Superdry needed an explosive launch party to engage media, create content and generate PR. It needed to be a night to remember…

//Rock N Roll

//As lead producer on this project, my role was to design and deliver a launch event within the flagship Superdry store in Regent St, London.

//This involved working with suppliers to design staging, lighting and AV whilst also working closely with artist management to ensure tech riders were fulfilled for live performances.

//Design and production of all event branding and venue dress.

//Booking of local crew for install and derig, event and crew catering, brand ambassadors and security.

//Full responsibility for event budget.

//Results

//7 live performances.

//500 guests in attendance.

//100 media guests.

//1000 items gifted to media and influencers.

//Wider campaign took gold in FMBE Awards for most effective sponsorship activation.