Pre-Launch Social Campaign
This campaign launched the new direct-to-consumer workwear brand BRUNT. Created during the coronavirus lockdowns, this was concepted, written, produced, shot and edited by a two-person team: myself and frequent collaborator Deb Tam.
Due to social distancing measures and lack of product samples to shoot, we had to get creative. After in-depth research of the consumer, their interests and their behavior on social media, we came up with a straight-talking campaign that introduced DTC language to a new audience in an unpretentious way. We capitalized on the visual diversity of trade jobs by using UGC and influencer content, creating an authentic connection with the audience than corporate workwear brands can only dream of.