Garmin vivomove Fashion Campaign
Creative Direction | Fashion Market Strategy | Brand Repositioning
Challenge: Launch Garmin's first fashion-focused smartwatch, requiring extensive market research and strategic pivot from active lifestyle positioning to everyday luxury appeal.
Creative Strategy: Developed sophisticated visual language emphasizing style and daily lifestyle integration, repositioning Garmin technology as a fashion accessory for new consumer segments.
Fashion Market Research & Strategy
Led comprehensive research into fashion watch trends and audience behaviors to guide Garmin's strategic entry into luxury fashion markets, moving beyond traditional active lifestyle positioning.
Lifestyle-Focused Creative Direction
Directed multi-channel campaign emphasizing daily lifestyle integration rather than technical features, creating sophisticated visual narratives across digital, video, and print channels.
Comprehensive Production Leadership
Led photography direction, motion design, web development, and production coordination to ensure consistent fashion-forward brand positioning across all consumer touchpoints.
