Ground Theyself
Ground Theyself, a clothing brand based in Sioux Falls, SD, approached me to Creative Direct and to bring their vision to life. This case study explores how I transformed their concept into a captivating fashion show and a new women's collection, demonstrating the seamless synergy between creative direction and execution.
Problem Statement: Ground Theyself sought to create a memorable fashion event that would not only showcase their existing collection but also introduce a new women's line. They needed a creative director to translate their theme and vision into a cohesive and impactful experience. Their vision was to envelop the attendee in this idea of “grounding” and finding beauty and growth in chaos. The marketing campaign was meant to communicate the theme and feel of the event without spoiling the pieces from the collection that would be showcased at the fashion show.
Concept Development: Based on the brand's vision, I conceptualized a photo and video shoot and a corresponding marketing campaign to build anticipation for the event.
Event Planning: I took on the role of co-event planner, working closely with the in-house event planner at the chosen venue. Every detail, from set design to performances and short films, was meticulously curated to align with the brand's vision.
Fashion Design: In my capacity as Creative Director, I designed and crafted unique, one-of-a-kind clothing pieces that harmonized with the brand's existing wholesale collection. These designs were showcased on the runway during the event.
Styling: I personally styled the majority of the looks featured in the collection, ensuring they resonated with the brand's identity and theme and elevated the over all visual impact.
In collaboration with a local renowned videographer and photographer we were able to create this montage of South Dakota landscapes, designed specifically for this South Dakota based event.
Results and Impact: The results spoke volumes:
The fashion show garnered significant attention, generating buzz and excitement among attendees and the wider fashion community.
Ground Theyself's new women's collection received positive reviews and increased demand.
The event successfully translated the brand's vision into a memorable and cohesive experience.
Conclusion: This project reinforced the importance of clear communication, efficient planning, and creative synergy between the client and the creative director. It also highlighted the power of a well-executed marketing campaign in building anticipation.
The above videos are a sampling of the videos shared on social media to promote the event
This is the final hero video shared to socials following the event
Credits
Filmmaker - Johnny Theophilus @bukakkebiceps IG
drone landscape videography - Wes Eisenhauer @wes_eisenhauer IG
Event Coordination - Taylor Weiland @Tayy_riri IG
Event Space - Icon Events, Sioux Falls SD
Represented Brands
Theyself by WAKE - Sioux Falls, SD