Furla Jungle
In-store and digital campaign
On the occasion of the launch of their new Jungle collection in 2017, the Italian fashion brand Furla asked us to help them create a content strategy to involve the public in the bags’ design and production process.
The goal was to show the design of different animals on social media and ask the brand’s followers to choose which one should become a real Furla bag. We developed three different kinds of content that went live on Furla’s online channels with separate timings.
For the first phase of the project (July 2017), we chose to show what happens behind the scenes of the Furla’s style office.
We followed the creative director and his team for a day, adding motion graphics on the videos and closing each short clip with the call to action for the online audience: “new animal coming soon – vote on furla.com”.
We also developed five short animations of the bags photos that went live before revealing the final winner of the animals competition (end of August 2017).
The bigger part of the project was played by the four videos showing the final products taking over the Furla stores (September 2017).
The inspiration was taken from the movie “Night at the museum”: in an empty and dark Furla store, every animal-bag comes to life and starts spreading jungle elements around it. We shot for two nights using the stop motion technique and adding motion graphics on the videos, to keep a link with the previously posted videos of the design process.
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