Shoe Collection Launch in the US
FARM RIO (Global)
OBJECTIVE:
To introduce FARM’s first footwear line to the international market, exclusively at Nordstrom, the largest department store in the U.S. and a leader in the footwear segment.
To introduce FARM’s first footwear line to the international market, exclusively at Nordstrom, the largest department store in the U.S. and a leader in the footwear segment.
work
CHALLENGES:
Develop dedicated physical spaces for FARM at Nordstrom (2 areas: apparel and footwear) at the flagship store in NYC and tables in 60 stores across the country.
Promotion Strategies - Create a memorable launch event, a comprehensive digital campaign (paid media, CRM, influencers, and seeding), and strategic partnerships and public relations in the U.S.
Plan and execute everything remotely from Brazil.
Develop dedicated physical spaces for FARM at Nordstrom (2 areas: apparel and footwear) at the flagship store in NYC and tables in 60 stores across the country.
Promotion Strategies - Create a memorable launch event, a comprehensive digital campaign (paid media, CRM, influencers, and seeding), and strategic partnerships and public relations in the U.S.
Plan and execute everything remotely from Brazil.
MY ROLE:
Creative Leadership and Project Manager
KEY RESPONSABILITIES:
Define the creative concept, monitor architectural projects, and develop the event and campaign proposals.
Coordinate the teams involved.
Manage production and logistics.
Oversee event creation and execution.
Negotiate with the Nordstrom team.
Creative Leadership and Project Manager
KEY RESPONSABILITIES:
Define the creative concept, monitor architectural projects, and develop the event and campaign proposals.
Coordinate the teams involved.
Manage production and logistics.
Oversee event creation and execution.
Negotiate with the Nordstrom team.
INSIGHT:
"Farm Rio Market."
"Farm Rio Market."
Concept Inspired by a Sophisticated Brazilian Street Fair:
• Products presented as fruits, with typical brand decorations (crafts, fruits).
• Traditional food, Brazilian music, and interactive activations (flowers, Instax cameras, stickers).
• Products presented as fruits, with typical brand decorations (crafts, fruits).
• Traditional food, Brazilian music, and interactive activations (flowers, Instax cameras, stickers).
PROPOSAL:
Capture the essence of Brazil and offer an engaging, authentic cultural experience with the brand’s identity.
Capture the essence of Brazil and offer an engaging, authentic cultural experience with the brand’s identity.
1. Project Concept
Define the theme and create a memorable experience for the customer.
2. Architectural Design
Monitor, plan, and prototype the spaces at Nordstrom.
3. Presentation to Nordstrom
Proposal of concept, events, budget, and alignment for approvals.
4. Production
Creation in Brazil, production, and assembly in the U.S.
5. Visual Merchandising
Creative displays and assembly manuals for the 60 Nordstrom stores.
6. Logistics
International transportation of decorations and products, ensuring efficient assembly in the U.S.
7. Social Media
Digital strategies, influencer partnerships, and co-promotion with Nordstrom.
8. Event Production
Detailed planning and full execution.
9. Public Relations
Manage media strategies and seeding to maximize visibility.
Define the theme and create a memorable experience for the customer.
2. Architectural Design
Monitor, plan, and prototype the spaces at Nordstrom.
3. Presentation to Nordstrom
Proposal of concept, events, budget, and alignment for approvals.
4. Production
Creation in Brazil, production, and assembly in the U.S.
5. Visual Merchandising
Creative displays and assembly manuals for the 60 Nordstrom stores.
6. Logistics
International transportation of decorations and products, ensuring efficient assembly in the U.S.
7. Social Media
Digital strategies, influencer partnerships, and co-promotion with Nordstrom.
8. Event Production
Detailed planning and full execution.
9. Public Relations
Manage media strategies and seeding to maximize visibility.
Execution and Key Elements of the Project:
Festa de Lançamento Calçados FARM RIO Global
• 3 million total impressions online.
• Widely featured in relevant media outlets in the U.S.
• The event captured the essence of Brazil and showcased FARM as a unique and authentic brand in the international market.
• Widely featured in relevant media outlets in the U.S.
• The event captured the essence of Brazil and showcased FARM as a unique and authentic brand in the international market.
Results:
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