Defected Records

Brief

Market Defected Records' apparel line to a wider audience of style conscious customers

Solution

Studio Notion created a multi-channel creative campaign around their requirement of reaching a wider style-conscious consumer outwith their usual house music audience. ┬áIn this campaign we appealed to a young and fashionable demographic by incorporating the existing aesthetics of the dance music label’s apparel, but updating them with modern styling and a young, diverse roster of models