FARFETCH partnered with Gucci to launch Imagined Futures, an interactive campaign celebrating visionary ideas through dynamic collections. Each chapter of the series invited global talent to interpret themes like utopia, fluidity, accessibility, collaboration, and community. Artists transformed these themes into digital landscapes featured across FARFETCH’s web, app, CRM, and social platforms.
In this third installment, inspired by Gucci's Aria collection, we explored intergenerational collaboration. Four talents—Joyce Cisse, Chris Scott, Lorna Foran, and Liren Shih—shared their insights on the creative spark ignited by working across generations. Illustrator Dani Choi captured these visions, drawing from Asian cultural elements (earth, fire, wood, and water) to craft immersive worlds tailored to each individual.
I supported the Art Director throughout the creative process, contributing to concept development, research, pitch decks, presentations, and briefs for external collaborators. I provided design guidance along the way, ensuring cohesion and adaptability across all deliverables.
Given the wide range of formats and placements needed, creating a unique composition for each talent would have been impractical and required an excessive number of variations from the illustrator. To address this, we collaborated closely with Dani Choi to develop adaptable master compositions with separate, layered illustration elements. This approach allowed me to tailor visuals for each platform while preserving Dani’s distinctive style and artistic vision.
The final artwork was implemented in a custom web build by wearegoat, where I collaborated with their developers on design mock-ups and final assets. I also led the design and production of deliverables across FARFETCH’s web and app platforms, email marketing, and social media.
