Class: Social Media & Communication
Time given for final deliverable: 1 week
For my Social Media & Communication class, I was assigned the brand ALAÏA to develop a new campaign concept. After observing and studying the brand's current positioning, I chose to design a campaign that pays tribute to founder Azzedine Alaïa's Tunisian roots and the Mediterranean spirit, while also addressing the brand's present need for greater inclusivity.
For context, Azzedine used to say that, "I design to follow women's curves, not to change them." Guided by this ethos, the campaign celebrates body inclusivity by drawing a poetic parallel between the female form and water/ ocean as they're both fluid, powerful, and cyclical.
The hammam, a centuries-old bathhouse tradition in the Mediterranean, became a key inspiration for this... As a safe, judgment-free space where women of all shapes and sizes come together to connect, cleanse, and celebrate their bodies, it sparked the vision for a campaign rooted in Mediterranean culture and inclusivity.
In terms of posting strategy, each week spotlights a regional artist embodying a distinct phase of the water's cycle and the menstrual cycle: Naïka as "The Tide" for ovulation and the sensual week, and Fatma Said as "Saltwater" for the menstrual phase, her voice evoking memory and healing. In a region where women's expression is often concealed, their voices become the purest form of celebration.
The influencer activation brings this vision to life through concerts staged on beaches across the Mediterranean: Fatma Said in Alexandria, Egypt; Hiba Tawaji in Beirut, Lebanon; Naika in Corsica, France; and Emel Mathlouthi in Kerkennah, Tunisia.
The videos bellow are the ones created as promos for the campaign
Luteal/ Shoreline Phase Week - the video on the left is what would be posted of Hiba Tawaji on AlaÏa's story. This would serve as a recap of her concert and the energy that's brought during that cycle for women. The two images on the right are how the story would look like on Instagram. Starting with a still image of a model that is oversized to be in line with themes of self-acceptance and being unapologetic during this phase of a woman's cycle. The story that follows it would be of Hiba and the video acts as a promo of the influencer activation that took place.
Follicular/ Depth Phase Week - the video that would be posted of Emel Mathlouthi on the brand's story. This would serve as a recap of her concert and the energy that's brought during that cycle for women.
Ovulation/ tides Phase Week - the video that would be posted of NaÏka on the brand's story. This would serve as a recap of her concert and the energy that's brought during the Ovulation cycle for women. Themes of confidence, sensuality are all highlighted as she wears AlaÏa's pieces.
To view the mockup of the instagram page with all the social media assets created for it, please click this link or scan the QR code to view it on your phone.
