Gryphon
Brief
Everything we do, we do because we believe the world would be a better place if people were a little happier, everyday. Gryphon looked to Havas to create their first campaign and defining the Gryphon look. Everything needed to ladder up to their core mission Make Your Happy.
Created as part of the team at Havas.
Solution
The art direction for Gryphon's introductory campaign revolved around "reasons to believe" in a comfortable bed which allows you to enjoy the special moments in life. Our concept centered around Gryphon’s ethos that your bed should be your happy place; your sanctuary for all of the wonderful moments that life has to offer. We created five distinct “moments to enjoy” and paired them with a "reason to believe”, Gryphon sheets.
Role ........... Art Director
Photography ........... Kelsey Ann Rose
Field ........... Art Direction, Styling, Photography, Launch
Published ........... February 2019
For our launch strategy we were focused on top of funnel efforts when ideating this campaign The art direction was to serve as Gryphons north star for content on all levels of its marketing efforts moving forward.
During production we captured additional content for social media channels and proprietary channels; creating a large database of assets to utilize in digital planning.
At the same time content we were creating had to serve for the bottom-of-funnel assets as well. When designing Gryphon’s display ads we chose to pair Avenir, the CTA font, with Century Schoolbook, a distinctive serif that would set us apart from competitors and further establish the brands visual language.
