Dakar Eyewear Marketing Campaign: AW24 & SS25 Seasons

As the Art Director for the Dakar Eyewear Campaign, I led the creative vision and execution for both the Autumn/Winter 2024 and Spring/Summer 2025 collections. Dakar Eyewear is a new brand in the market and is licensed by Grup Optim. Yaya Management took charge of the audiovisual elements.

This comprehensive project encompassed a wide array of deliverables designed to resonate across various platforms:

• Campaign Key Visuals & Images: Tailored for online presence, social media, and on-demand advertising.
• Point of Sale Displays: Including posters, exhibitors, and other in-store marketing materials.
• Fashion Film: A dynamic visual narrative to showcase the eyewear collections.

Key Responsibilities and Achievements:

• Concept Development: Crafted innovative and yet classic concepts for both the AW24 and SS25 seasons, in order to create an attractive look & feel based on the historic fundamentals of the brand.
• Location Scouting: Identified and secured the perfect locations for the photoshoots, ensuring the settings enhanced the brand’s narrative.
• Team Assembly: Curated a top-tier photography team to capture the essence of the collections.
• Production Management: Coordinated the acquisition of props and technical equipment, ensuring all creative and logistical needs were met.
• Visual Design: Directed the design of all campaign visuals, ensuring consistency across print materials, social media, and on-demand advertising.
• Quality Control: Oversaw the entire production process, from initial mock-ups to final outputs, ensuring the highest standards were maintained throughout.