MIcHAEL KORS
“ACCESS IT ALL”
My Role: Campaign ideation, creative direction, video scripting, video direction
Talent: Zendaya, Martha Hunt, Michael Kors
Creative Producers: Annie Hunter, Megan Duffey
DP: Devon Catucci
Photography: Emily Winiker, Jesse Untracht-Oakner
Art Director: Mike Falco
After seeing the “Twentyfourseven” video we produced for TAG Heuer, Michael Kors approached InsideHook to create a white-label campaign for the launch of their Access smartwatch.
To address the two distinct buyer personas Kors had developed (a hip “downtown gal” and a more posh “glamour girl”) we ideated a split screen narrative that would depict a day in the life of a pair of friends as they used the watch’s features to navigate their respective New York journeys, stay on type of their style game and communicate with one another.
Working with the Kors team, we cast Martha Hunt and Zendaya as our two NYC besties and scripted a dynamic, aspirational piece that showcased the talent, product and city itself in truly inspiring fashion.
The video was deployed across Michael Kors’ O&O channels, in-store and various social media. Long story short, it went absolutely gangbusters — organic and earned impressions were through the roof and the Access smartwatch still ranks among Michael Kors’ most successful product launches of all time.
