Birks Iconic Collection
Agency: Bookmark Content
The Birks Iconic Collection is all about individuality. Created to highlight the stackable aspect of the rings, this graphic series was originally conceived for 1879 Maison Birks magazine. Afterward, it was used as the creative for the brand’s international integrated campaign, featured in markets from Canada to the U.K.
It’s crucial to me that the concepts I propose to my clients align with current trends, which is why I’m always researching and gathering creative data. I noticed Surrealist collages everywhere, from fashion house advertising campaigns to beauty brands’ Instagram feeds, so I decided to build a concept around this idea.
From the beginning I wanted a bold and pure colour palette. When I came across the painting ATLAS (pink) by artist Santiago Picatoste at Art Toronto, I knew instantly it was the right vibe for the project. Inspiration is everywhere.
LAYERS OF LOVE
I came up with the idea of creating layered and energized compositions of hands and rings. Following the sketches, photographer André Doyon shot everything separately, and then I cut the different elements from the originals and pasted everything back together. I’m always impressed when the final product ends up being so close to the original idea.
Contributors: André Doyon; Elfi Lemieux; Rodeo Production