LORO PIANA
Loro Piana (LVMH) is known as a heritage luxury brand in Italy. The company's goal was to rebrand itself on social media while remaining true to its roots. Through various workshops, we discovered that the brand's founder, Sergio Loro Piana, valued practicality and the company had a playful side in addition to its commitment to excellence. This campaign, “A Practical Guide to Summer,” moves the brand more towards a younger audience with these playful surreal whimsical videos. Written and directed by mike mellia on location in Malibu, this social media campaign exceeded engagement of all the brand’s former social media posts. This is 1 of 3 social media campaigns Mike Mellia wrote, storyboarded, pitched, shot, edited, and copywrote for Loro Piana. Stills from these videos are also featured in print in the Loro Piana Assouline coffee table book.
Slide into Summer
Find your Summer Soundtrack
Capture the Moment
Dive into Summer
Escape the Daily Grind
Prepare for Summer Showers
Catch Up on Some Light Reading
Lose Track of Time
Cut the News
Play with Your Options
Perfect your Service
Go with the Flow
Get into a Holiday Routine
Stay Hydrated
Keep Cool at All Times
Don't Check your Emails
Broaden your Horizons
Make a Summer Wishlist
Avoid Tan Lines
Find your North Star
Cultivate your Curiosity