Guillaume Brière
Montréal/Toronto-based Artist and Creative Director with a decade of experience in the luxury and lifestyle category
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Lucky Fortune - BFF Series

Lucky Fortune BFF Series (Wowwee) — Creative direction, art direction and design of Lucky Fortune's BFF Series Instagram campaign (still life photography, copywriting).

 

Lucky Fortune BFF Series

Wowwee

 

Along with my BFF business partner/copywriter, I was commissioned by Lucky Fortune to imagine and produce an Instagram-first campaign to promote their new BFF Series—a line of blind collectible toy bracelets targeting teenagers and all kids at heart.

My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 
 

GOTTA CATCH ‘EM ALL
Lucky Fortune’s BFF bracelets come in super cute pairs of fortune cookies (one for you and one for your favourite playmate, vacation buddy, or partner in crime) and they’ve developed a fan following. To help continue their viral momentum on Instagram, we created visuals that paired their joyful pastel palette and tone of voice with new, ultra-crisp product photography and cheeky copy that celebrates positivity, love, and camaraderie.

The result was cheerful off-figure compositions that complemented their already-existing on-figure lifestyle photography, making up a strong campaign when combined.

 
 
 
The making of the Lucky Fortune BFF Campaign by Guillaume Brière: a visit at the global toy company WOWWEE Montreal office; some technical notes for the still life shoot; Guillaume and friends enjoy their Lucky Fortune swag.

The making of the Lucky Fortune BFF Campaign by Guillaume Brière: a visit at the global toy company WOWWEE Montreal office; some technical notes for the still life shoot; Guillaume and friends enjoy their Lucky Fortune swag.

 
 
 
The making of the Lucky Fortune BFF Campaign by Guillaume Brière: every idea starts with a sketch.

The making of the Lucky Fortune BFF Campaign by Guillaume Brière: every idea starts with a sketch.

 
 
 

TEAMWORK MAKES THE DREAM WORK
Although Lucky Fortune’s bracelets are toys at an accessible price point, our partner photographer still shot them like the luxe pieces we’re used to. We zoomed up close into each charm and with strategic lighting, their fine details and rich colours were shot to shine. There were 55 dynamic bracelet duos in the queue (so 110 charms total), so it was truly a production conveyor belt over a day and a half!

 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 

WE’RE ALL IN THIS TOGETHER
None of the bracelets in The BFF Series could be left out of the Instagram campaign, so to diversify the posts over an entire season, we plotted our ideas into a content calendar with key pillars like statements (inspo quotes), fill-in-the-blanks, #Twinsies, and social media holidays. This made sure that all 55 charms are previewed in detail to entice Lucky Fortune fanatics to collect all the pairs IRL.

 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 
My Lucky Fortune BFF Series Instagram campaign — Creative direction, art direction and design by Montreal / Toronto-based Guillaume Briere. #stilllife #stilllifephotography #collective #toy #jewellery #jewelry #advertising #artdirection #creativedirection
 
 
 

Every Lucky Fortune collection has an Ultra Rare lucky pair, and in this collection, they’re heart-shaped gold-plated charms for two special soulmates. However, we were the lucky ones in finding a new client BFF in Wowwee ;)

 
 
 
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Contributors: Abby Gold and Jessica Kalichman (Wowwee), Marc Tavas, Vadim Chiline (Epic Mind Studio),