Neil Neelam | Strategic Creative Director

I was responsible for the Digital Creative Direction,
User Experience and Development of the 1800 Essential Artists ecommerce platform.

1800 Essential Artists.

BRIEF

1800 Tequila wanted to launch their very first essential artists campaign in Australia piggy backing off their very successful international campaigns. Their creative agency, Preoccupied brought to life a bespoke street wear fashion line for 1800 with influences from brands like Carré. 1800 Tequila and Preoccupied wanted to showcase this unique partnership and exclusive collaboration (with accessories supremo Poppy Lissiman and music maverick Manu Crooks), and as such needed a digital platform to do so.

SOLUTION

In conjunction with Preoccupied, I helped concept and design the online store experience for the campaign and to build the final platform. In addition, I was responsible for the setup and shoot for all of the products in the campaign and working with the agency team, refine and launch these on the 1800 Essential Artist platform.

PHOTOGRAPHY & RETOUCHING

With a campaign of this calibre, the products needed to speak for themselves and to allow shoppers to see every intricate detail that the creators have painstakingly designed from scratch. From Manu’s ‘Mood Forever’ rubber emblem, to the embossed chrome embellishments of Poppy’s bag, I captured the detail on each product in studio and retouched these ready to be showcased online.

DIGITAL PLATFORM

With a grunge style reminiscent of 1980s street wear, the 1800 Essential Artists online store reflects the unique fashion collaboration between Poppy and Manu. I designed and built the platform showcasing specially tailored cocktails through to giveaways, and with custom content from shoots by Preoccupied and the creators themselves, these assets were utilised with lots of negative space to elevate the style of the store itself.

SEAMLESS SHOPPING

Shopping online is growing at an exponential rate and having a platform that allowed ease of use on both mobile and tablet was key for the campaign. Setting a design language for the platform early on in the project, I designed the site in a way that ensured that the experience on mobile was seamless and that we allowed for a smooth customer journey from entry to sale.

SOCIAL SUPPORT

Social was a key driver of traffic to the site. From partnerships with influencers to stories on the 1800 Tequila page and more, we leveraged the power of social to help generate sales for this unique collaboration. In addition both Poppy and Manu showcased their products on their channels to generate buzz.