oxyphoria - the Thrift Shop
Client : OXYPHORIA
Project year : 2022
Project type : Conception - Creation - AD
“Thrift-shop experience with a unique visual signature.”
An experience.
“I wanted to offer people the chance to EXPERIENCE. Marketing and brand image were key : “how to be unique and sell at the same time?”. What stroke me the most was that usually, thrift shops do not have a specific DNA nor an attachment to how visually impactant they could be. Their goal is clear : to sell vintage stuff. What’s needed ? Vintage stuff, a white background, a hanger, a photo. But what if a thrift shop gave you something special in terms of visuals ?”
Specific DNA.
“From that observation, I wanted to create something unique. The guideline would be the following : for each collection I would do a campaign shoot with models who would ALWAYS be wearing fine lingerie from the 60s underneath one and only piece. The goal was to highlight each and every vintage piece I could find and adding high-end sensations to it.”
THemed Collections.
“I then sorted my stocks in categories : "Your rich auntie's wardrobe" would be the theme of the first collection dedicated to expensive pieces for example, which allowed me to still have a specific DNA for each shoot while keeping my signature with 60s underwear.”
Library
