Good clothes, great energy. Founded by former Triangl entrepreneur Erin Deering, Deering is a modern fashion house rooted in a joyful celebration of getting dressed. Polished and offbeat, Deering centres on positive energy, focusing on the feel-good, mood-boosting potential of fashion. Strategy was crucial to establish a strong brand tone and deliver a narrative to immediately differentiate Deering in the local market. Everything from the locations to the casting choices or the launch film’s soundtrack was handpicked to highlight an all-Australian sensibility, championing established and up-and-coming talent. 

The high-impact launch was strategised to leverage the founder's profile while keeping the audience guessing. Refined, high-polish campaign imagery clashes with purposefully lo-fi video, edited in a jarring, frenetic manner to convey a rushed sense of joy. Cryptic teasers (Erin getting a Deering tattoo, a reality-TV-style segment where crew members gossip behind the scenes, or a model running across the MCG, Melbourne's epic 100,000-capacity stadium) anchor the visual aesthetic in deliberate chaos and playfulness. Strength, confidence, and self-love: the Deering mood is translated through fizzy energy and heavy on the humour for a fun, no-frills take on fashion.

The launch film, a long-form mad dash set to Paris is Gone by Melbourne-based band Radio Free Alice, shows our cast members running through Melbourne and Sydney across 21 iconic locations as they race to get to the campaign shoot on time. A behind-the-scenes series accompanies the film; glossy still-life captures the sunglasses range, and a series of mystical stones for Crystal Currency, Erin's unapologetic take on woo-woo energy. E-commerce rounds out the launch, as considered as the campaign, delivering a high level of execution while showcasing many different ways to wear the clothes. The end result is a fun universe for Deering that keeps the audience on their toes. Proudly Australian, proudly Melbourne, for the world.

The campaign was released across digital, print, street posters and social media.