As part of the V&A exhibition Bags:Inside Out, sponsored by Mulberry, Mulberry and the V&A collaborated to create this unique accessories collection inspired by a 20th century floral furnishing fabric held in the V&A's archive. The opulent chinoiserie-style pattern brought visual rigour to some of Mulberry's most iconic silhouettes, creating timeless accessories steeped in design history.
The idea of this campaign was to bring the archival V&A pattern to life within the renowned Mulberry silhouettes through animation. Three distinct animations were created at 24fps and set upon a virtually created 3D setting optimised for multiple aspect ratios for multi-channel rollout. Stills were also captured within the 3D environment to support across channels.
The campaign went live across V&A online and in-store, syncing with the product launch on Mulberry.com and Mulberry stores across London. The pre-launch landed for existing V&A and Mulberry subscribers before being opened publicly. Influencers were also provided with key pieces as part of the exhibition private press view.
WORK
- Worked with the V&A Brand Licensing team and Mulberry counterparts on contractual obligations.
- Worked with the V&A Buying team on range planning as well as Mulberry counterparts.
- Mocked up and story-boarded each of the three animations and settings, bearing in mind end-formats and aspect ratios for digital roll-out across online and in-store channels.
- Worked with an external animation agency to bring the concept to life on-time and on-budget.
- Rolled out the campaign across all channels.
