Savage x Fenty’s Pivot To Digital With Dreambear

When unprecedented events caused Savage x Fenty to cancel their Summer 2020 Campaign, they still wanted to find a way to bring the hot girl summer energy to their audience. Dreambear offered a solution: a pivot to digital as bold as their brand.

Pulling from the original Savage x Summer campaign concept, previously scheduled as photo shoots in summery coastal locations like the Gulf of Mexico, the Mediterranean, and the South Pacific, Dreambear artist and director Rafatoon blended colorful images, punchy graphics, and fun typography into modern collages that visually captured the vibes of these coastline locations and showcased the products with a touch of surrealism. 

What made this campaign especially exciting for everyone staying inside was the chance for the user to get involved. The flexibility of working with the medium of digital collage allowed Savage x Fenty to extend their idea into a UGC social campaign, where customers and social influencers alike could submit their own images for a chance to be photographed (socially distanced of course) and inserted into their own collages, à la Rihanna herself.

In the end, we pulled off an entirely digital campaign that was undeniably Fenty: sophisticated, feminine, bold and edgy, and proved that a pivot can turn out better than expected. It was even written about in Vogue — read their thoughts on the campaign here.