Cider is a global, Gen Z fashion brand most people know from their Instagram ads. Like a lot of online-centric companies, they had never done brand- or awareness-level advertising before, and were looking for an agency parter to help them reach an audience who knew about them, but didn’t have any particular loyalty towards them.

Decoded was invited to pitch for the business with a focus on creating a campaign that would increase brand credibility and love.

I was brought in to crack the creative concept, and the agency won the pitch.

The idea: Get the look.

Cider’s website invites people to shop by mood. Feeling cute? Feeling grunge? Feeling sad? Feeling Dreamy? Whatever it is, Cider has exactly the right look for you. I decided to take this commonly used fashion phrase and turned it on its head: getting the look doesn’t mean the literal outfits. It means a mood. An aesthetic. A whole vibe.

This splashy, weird OOH campaign reflects that brand personality; connecting emotionally with our audience by showing them how, for us, fashion starts with a feeling. 

The campaign was executed by the full time team, and has graced the streets of NYC and LA. Butterflies, snails, and aliens were even plastered all over Hudson Yards in a digital OOH takeover. I’m delighted to have been a part of a campaign that brought the joy of pear butts and fancy dogs to millions of people.

Covered by Glossy.