bugatti

bugatti is the footwear house from the AstorMueller Group, makers of bugatti shoes since 1928, with designers across Germany, Spain, Portugal and Italy. The brand was growing its presence in India and launching its Instinct Autumn Winter 2019 collection across retail and the country's biggest online platforms.

The brief was to make a ninety-year European heritage feel current and desirable to an Indian audience, and to do it on every channel at once. Press, social, newsletters and product pages all had to land in the same season, in the same voice.

We built everything on an idea the brand already lived by: that style is instinctive, and you are at your best when you are completely comfortable with yourself. The concept territory, Walk the vibe, treated shoes as a read on the mood of a moment, captured unposed and unguarded rather than staged.

From there we set distinct voices for each line. Man drew its own maps. Woman played up from the ankle down. Each split cleanly into City and Casual so the range stayed legible. One content language tied it all together, so a press note, a caption, a newsletter and a product description all sounded like one brand.

A full Autumn Winter launch, written and art-directed end to end. Campaign concept and naming for Instinct AW19. A complete PR program: the collection note plus dedicated Man, Woman, City and Casual notes, product feature write-ups, and a press kit adapted for Indian media, with placements including Marwar.

A season-long social calendar and post sets. A newsletter and eDM program running May to December. And the e-commerce content, A+ pages and product descriptions, for Myntra and Tata CLiQ.