THE COUNTRYSIDE | Claire Rich Creative

MICHELE CAMPAIGN

the countryside

SERVICES

Concept Direction
Storytelling
Product Design
Art Direction
Styling & Shoot
Direction

YEAR

2021

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SEASONAL OVERVIEW

the countryside

Our 2021 focuses on the reinvention of core with

attention-getting details that make our designs unique.

Beautiful shades of pinks, grays and beige carry throughout the year as tonal transeasonal palettes become even more important for longevity. MICHELE statement pieces enable you to embrace the beautiful restraints of living with less — focusing on details that make our timepieces so special.

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CREATIVE BRIEFS

creative & business strategy • trendboards pantones • competitive research

CREATIVE STRATEGY

On the road to rid ourselves of excess we are looking for products with indefinable qualities that make us feel unique. We are looking for design with soul. It’s about pieces that come with a story, and promise to get better with age. It’s about MICHELE. A timeless brand that has transcended generations with its sense of authenticity and history. It’s our attention to details that make our timepieces so special that less really does become more. So let’s begin 2021 with an “escape to the country” mindset where focusing on less is better, celebrating #newfeminity of the MICHELE woman

Basics become more special. Colors are muted using natural dyes. Focus is on femininity. We go back to the vault for very feminine unique shapes. We talk about our processes around sustainability, our history and use nature as a backdrop. It is about telling our story about longevity in a fast-paced world.

BUSINESS STRATEGY

Build market share and increase sales by:

Introduce a very wearable muted color palette
Experiment with a satin finish dials
Experiment with numerals
Bring back very feminine case shapes
Sidney Classic, Deco Madison Mini, Original Coquette
Vegan leathers or leather using vegetable and fruit dyes in Deco Sport

CREATIVE STRATEGY

Our spring story of dusted pastels and tonal greys will shift seamlessly into the fall as transeasonal and tonal palettes become important for longevity. White and steely greys feel classic and contemporary and cozy tones like soap nut and leaf bring a sense of calm and wellness. Adding an accent of red, a MICHELE signature color, will further help tell the brand story, one deep in heritage but not stuck in its roots. Comfort. MICHELE withstands the changes of life as priorities shift and we embrace the beautiful restraints of living with less.

BUSINESS STRATEGY

Build market share and increase sales by:

Building our core assortment with new styles in development; 14mm Meggie, Caber Isle, updated Deco, Double Wrap Madison Mini non-diamond
Continue spring muted color palette in proven platforms (i.e., Deco)
Leathers muted colors – looks like natural dyes as well as tonal looks
Deco Sport – animal print capsule for trend

CREATIVE STRATEGY

Our story of “The Countryside” spans the entire year of 2021 with the Holiday theme being “Starry Night”. It is a Noir story of complete darkness of the countryside at night and you magically discover the beauty of the sky. In this story, we continue to focus on the same attention to detail and reinvention of “core” but in a “noir fashion” which MICHELE does best.

To capitalize on the Noir trend and re-introduce updated core versions of best selling Noir platforms - Deco chrono and Urban as an LE. Play with a mix of materials all in black on Sporty Sport Sail - whether it be silicone, nylon tech. Capitalize on the animal print trend in a Deco sport capsule using black on black dials making it fun and chic!

BUSINESS STRATEGY

Build market share and increase sales by:

Capitize on strength of Core Deco in the new movement, in Noir.
Introduce Madison in Black Ceramic to capitalize on J12 momentum
Increase MICHELE Sport offering in Noir

3-DAY PHOTOSHOOT

a small

town wonder

LEIPER'S FORK, TN

Leiper’s Fork, located about 30 miles south of Nashville, is a down-home, Southern village that is listed on the National Register of Historic Places. Tucked away from the hustle and bustle of the city, this peaceful town is home to less than 500

residents. Dubbed by Country Living as a “Mayberry meets Marfa” town, this friendly community is the perfect spot for antique-lovers, artists, and those with an appreciation for rural life. In the past few years, Leiper’s Fork has developed into a tourist spot famous for its music, shops, food, historical preservation, and celebrity presence.

Despite the tourism, this town remains tranquil and protected from over-development - in fact, this is the exact reason why many celebrities choose to reside here making Leiper’s Fork the perfect spot to shoot a luxury watch campaign.