FARFETCH partnered with Gucci to create Imagined Futures, a campaign series of interactive experiences showcasing different collections. Each chapter of the series invited global talents to share their visions of ‘Imagined Futures,’ revolving around themes such as utopia, fluidity, accessibility, collaboration, and community. We commissioned artists to bring these visions to life through illustrative worlds, forming the backdrop for these digital landscapes across FARFETCH web, app, CRM and both organic and paid social platforms.
In this third instalment, inspired by Gucci’s Aria collection, we explored the power of intergenerational collaboration. Four remarkable talents — Joyce Cisse, Chris Scott, Lorna Foran, and Liren Shih — shared their insights into the magic that happens when different generations work together to create art and tackle challenges. Illustrator Dani Choi brought these visionary "imagined futures" to life, crafting four unique worlds. Drawing inspiration from the distinct personalities of each talent and her own cultural background, Dani delved into the natural energies prevalent in Asian culture (earth, fire, wood, and water) to tailor these immersive environments to each individual and their personas.
In the project's early stages, I assisted the Art Director with research and concept development, curating proposals, presentation decks and briefs. Providing design-oriented guidance, I ensured the coherence and adaptability of the creative across the wide range of deliverables.
The final artwork was executed in a complex web build on site, developed by wearegoat. I collaborated closely with their team, supplying design mock-ups and final artworks for their developers. In addition to the on site experience, I undertook sole responsibility for the design and artwork of assets for the FARFETCH app, email marketing, organic and paid social.
Given the diverse range of sizes and placements required for the creative, creating a single composition for each talent proved impractical and would have resulted in an excessive number of variations from the illustrator. To address this challenge, we closely collaborated with Dani to develop master compositions for each talent, as well as separate illustration elements. This approach provided us with the flexibility to adapt compositions as required for the different amplifications, all while honouring Dani’s distinctive style and sensibilities.
