Weekend Max Mara Trench Coat

Max Mara’s Weekend Max Mara line partnered with MONOGRID to enhance the storytelling of its five-trench collection for Spring/Summer 2024, targeting the Weekenders demographic. The campaign showcased the versatility of the coats, reflecting the multifaceted nature of women. It centered on a landing page with six interactive channels—five highlighting each coat’s unique identity, and the sixth offering digital rewards for both in-store visitors (a web filter with a multiplying visual effect) and online audiences (an exclusive digital poster). Our team worked on the UX/UI design and motion for the landing page, creating dynamic interactions and animations. We also coordinated the production of a 40-second commercial and photoshoot, capturing the collection''s essence through five personas. The campaign, which included guerrilla marketing in Milan, successfully engaged the target audience, driving traffic both online and in-store.