TARGET
The first ever Dannii Minogue Petites collection was being launched at Target, and I needed to create a brand platform that established her fashion credentials as a designer, and an authority on what it meant to be petite.
INSIGHT
Petite women come in all shapes and sizes. Ranging from voluptuous and short, to tall and slight.
IDEA
Petite doesn’t just mean small.
Street Posters
Challenging the notion that "petite just means small" we inferred it could also mean you were a pear shape, hourglass, or column figure, and still be "petite".
Press & Outdoor
Lookbook
We created a "live lookbook" were customers could snap themselves in Dannii's collection, post to social with the #danniifortarget then be aggregated on a microsite to become live models, showcasing Dannii's collection and showing what a real petite looked like.
Behind the Scenes
By giving a glimpse into the 3 day photoshoot, we were able to bolster Dannii's credentials as an authority on fashion, and show that she was more than just a pop star.The Shoot
Dannii was the most photogenic person I had ever art directed. She could not take a bad photo, and was like a glamour girl from a Robert Palmer film clip.
