BRIEF
By Thea Whalley
THE BIG IDEA
Last trimester I created my big idea, Peppermayo The Road Trip. This campaign strives to improve the brand's storytelling prospects, capturing attention through identity-focused marketing techniques that connect to real audience demands. In a current climate where authenticity is highly valued, it is important to establish a strong community approach (FIG. 1). This will not only maintain relevance in an oversaturated market, but it will additionally curate a lifestyle that consumers want to be a part of. This is Peppermayo The Road Trips' goal, taking an approach that will shift brand image from solely influencer-focused to an identity that is strong and reflects their roots as an Australian-founded company. The long-term plan is to build a level of trust that reflects genuine efforts to embrace their heritage all while influencing consumers to embody
an Australian lifestyle through buying into the campaign and its message. To make this achievable, short-term actions will reflect this aim, consisting of campaign and promotional images that absorb creative storytelling, exhibiting a strong message through engaging digital content directly targeted at the target consumer base, Generation Z. The layout of the campaign purposely reflects a road trip guide, showcasing four individual collections, each representing an area of the Australian landscape, allowing consumers to travel through the campaign destinations. The campaign collections are Western Glow, Wild Outback, Bondi Bliss and Urban Horizon. Furthermore, an additional element to my big idea is the introduction of menswear for Peppermayo, displaying an original unisex campaign which broadens the brand's consumer demographic. This will directly target a significant gap in the fast fashion/bridge brand market for menswear after discovering the large shortage in my previous research, especially for Australian-founded brands. Peppermayo The Road Trip will act as the benchmark for this new launch, offering menswear staples within each collection that reflect an overall message, generating excitement and relatability while building on a lifestyle available to all genders.
Western Glow Wild Outback
Bondi Bliss Urban Horizon
Campaign
INSPIRING
What inspired Peppermayo The Road Trip?
GAP YEAR CULTURE
A large inspiration for my campaign was gap year culture and an adventurous backpacking lifestyle. With a growing interest among Generation Z in travel, 76% are reportedly more intrigued than before (FIG. 2), and Australia ranked second among top destinations (FIG. 3); this is a lifestyle consumers are eager to embrace. This strong interest provides the perfect foundation for a cam-
paign built on storytelling, deep consumer connection, and a growing community. With its carefree and youthful connotations, this lifestyle is highly aspirational. While not always directly achievable, it can be expressed through fashion, Peppermayo The Road Trip’s core objective. This inspiration also led to the inclusion of menswear, as the appeal of travel and its lifestyle transcends gender.
PEPPERMAYO Who is the campaign for?...
My campaign is for Peppermayo, a Sydney-based fashion brand founded in 2012. Positioned at the intersection of the fast fashion and bridge brand market, Peppermayo has built a strong reputation for its trend-forward, digital-first approach and a sharp focus on womenswear. Best known for their occasion wear styles and heavy use of influencer marketing to drive global reach, the brand has cultivated a loyal following among Generation Z and Millennial consumers. With frequent drops, a strong social media presence, and a distinctive coastalmeets-urban aesthetic, Peppermayo delivers playful, modern collections designed to effortlessly transition from day to night. While the brand has effectively established a niche in the market, there remain significant gaps, especially regarding its absence of menswear offerings, limited storytelling, and diminished social media engagement. My campaign seeks to address these issues, thereby unlocking new opportunities for growth and enhancing cultural relevance.
Why is my campaign appropriate?
My concept aligns well with Peppermayo, as it builds upon the brand’s existing identity while enhancing its storytelling potential, refining its brand image, and expanding its consumer reach. This, in turn, supports the growth of a more engaged online community. As expectations shift towards authenticity and influencer culture begins to decline (FIG. 5), it’s essential for the brand to transition from a reliance on influencer-driven marketing to a more seamless, narrative-led approach that genuinely reflects their core identity. This concept embodies a compelling lifestyle image, one that resonates with a diverse, gender-inclusive audience and encourages meaningful brand connection and community.
TARGET AUDIENCE
This campaign doesn’t aim to shift Peppermayo’s core audience of Generation Z and young Millennials; instead, it’s about finding a more meaningful and relevant way to engage them in today’s fast-paced, ever-evolving market. The new introduction of menswear does, however, present new consumer opportunities, reaching a different demographic within these generations and expanding their target consumer base significantly to include a whole new audience.
These younger audiences are digitally naive, socially aware, and drawn to brands that reflect their values, identity, and lifestyle, or a lifestyle they aspire to. Highly active on platforms like Instagram and TikTok, they engage most with content that feels authentic and personal, favouring brands that show personality and build real connections over those that simply broadcast ads (FIG. 6). This campaign speaks directly to that, using the freedom and nostalgia of an Australian road trip to tap into a shared sense of youth, adventure, and discovery. Through authentic storytelling blended into a digital-first strategy, it creates a lifestyle that feels both aspirational and attainable, offering a fashion experience that’s expressive, grounded, and deeply connected to its modern audience.
Generation Z social media statistics
(FIG. 7)
CONSUMER Profile
• Age: 16-35
• Gender: All genders
• Lifestyle: Social, experience driven, spontaneous, digital-forward, travel, adventurous, socially conscious, community orientated.
• Values: Authenticity, transparency, individuality, creativity, sustainability, community.
• Buying habits: Online shopping, discovers products through social media, enjoys value for money, influencer & peer influence, desires a fast & easy shopping experience.
Goals CAMPAIGN
• Reconnect Peppermayo with its Australian heritage by creating a distinct brand identity rooted in location and culture, while also positioning it to stand out in the international market with a sense of place that is both authentic and relevant to a modern, global audience.
• Capture and portray a vibrant lifestyle inspired by the freedom, nostalgia, and adventure of an Australian road trip, creating a mood and identity that is accessible and attainable through the offerings. Allowing consumers to embody a lifestyle and join a community through expression of style.
• Utilise storytelling-driven marketing to create deeper emotional connections with consumers, fostering an engaged online community around the brand that feels authentic and relatable.
• Expand Peppermayo's current consumer base further through the introduction of menswear, increasing the brand's reach to a wider demographic without losing touch with its existing audience.
PHOTOSHOOT PLANNING
To bring my final campaign imagery to life, I will be conducting three separate photoshoots. The campaign will be divided into womenswear and menswear, allowing for a dedicated focus on the newly introduced menswear line. This separation ensures that the menswear launch, one of the campaign’s key highlights, receives focused attention, both visually and through its surrounding narrative.
MENSWEAR
Planning
In promoting the new menswear line, I want to visually communicate the full story, showcasing looks from all four collections to capture the essence of the campaign and its travel-inspired theme. To achieve this, I will conduct both a location shoot and a studio-based shoot. The location shoot will highlight the collection within its cultural and aesthetic environment, reinforcing the road trip narrative, while the studio shoot will offer a clean, professional backdrop that allows the garments to be the sole focus. To ensure a strong representation of each collection, I will use two models across
both shoots, enabling at least two distinct looks per collection. This approach will not only provide outfit variety, but it will
additionally allow for duo poses that reflect the consistency within each collection and bring the spirit of each road trip destination to life. There will be no external photographer for these photoshoots; instead, I will be using a mixture of the Sony RX100 VII camera and an iPhone 15 Pro to acquire each shot. This combination will create additional variety in the series of image outcomes that I capture.
The Location
The chosen location for my menswear photoshoot is Ainsdale Beach, a beautiful natural landscape situated along the Sefton coast. As the campaign draws heavily on themes of Australia, including its climate, environment, and culture, it was essential to find a location within England that could authentically reflect these elements. Australia’s strong coastal identity and laid-back lifestyle made a beach setting the most fitting choice to visually convey the essence of the campaign. Ainsdale Beach offers a diverse range of backdrops, from its wide shoreline to its historic sand dunes, providing creative flexibility in both styling and model direction. Uniquely, the beachfront also features a car park situated directly on the sand, allowing for the integration of a car into the shoot, further reinforcing the campaign’s road trip narrative. This shoot will feature looks from three collections: Western Glow, Wild Outback, and Bondi Bliss. Due to the natural, non-urban landscape of the location, the Urban Horizon collection has been excluded, as its aesthetic does not align with the intended atmosphere. Given that storytelling is a central component of the campaign, each visual element must remain cohesive and purposeful.
I plan to produce a signature campaign video to promote the launch of the menswear extension within my campaign. As one of my models is a musician, the video will feature a unique cover performance, adding a personal and authentic touch. To create visual consistency across the campaign, a guitar will also be used as a prop in my beach location photoshoot. This not only ties the visuals together but also reinforces the carefree, joyful lifestyle at the heart of my concept, an atmosphere that music naturally evokes and enhances.
PROPS Guitar
Convertible Car
To align with the campaign’s road trip theme, I will incorporate a convertible car into key shots of the beach photoshoot. This not only reinforces the narrative visually, but it will also add versatility in posing, enhancing the creative potential of my final outcomes.
WESTERN Glow
Light-weight fabrics
Pearl details
Earthy tones
Outback
Linen fabrics
BONDI Bliss
Trend driven
URBAN Horizon
Graphic tee
Streetwear
Denim
JAMES Model Profile
James will be one of the featured models in both the location and studio photoshoots for the menswear component of my campaign. As a member of Generation Z, he reflects the target demographic and embodies a confident presence, expressive body language, and authenticity that align with the campaign’s tone. In addition to modelling, James is a talented musician who plays multiple instruments, a unique quality that I plan to integrate into the campaign. He will perform an original cover that will provide the soundtrack to the campaign video, adding a personal and creative touch to the overall storytelling.
Model Profile MYLO
Mylo will be the second featured model for both the location and studio photoshoots within the menswear component of my campaign. He brings a strong sense of confidence in front of the camera, naturally embodying a casual, effortless tone that allows him to wear each outfit and pose with ease. This perfectly aligns with the carefree, laid-back narrative of my campaign. Mylo also represents the target demographic of Generation Z, helping to maintain consistency throughout the campaign and complementing the other featured model, especially in duo poses.
WOMENSWEAR Planning
The womenswear side of my campaign will take a more editorial and narrative-driven approach compared to the menswear component. As this trimester requires me to produce a standout editorial image for launch night, I have chosen to create one carefully styled womenswear outfit, captured in a professional studio setting to achieve this outcome. This image will serve as a visual representation of the entire campaign, drawing on the embedded storytelling elements that define its core concept. Focusing on a singular, impactful look will allow me to refine the narrative and deliver a strong, cohesive message. While the menswear explores the campaign in a more commercial, lifestyle-focused direction, the womenswear offers a conceptual interpretation that brings the overall vision to life.
Styling
paign’s heritage and narrative, the physical environment, and trend relevance. Given Peppermayo’s trend-driven identity and market-level positioning, combined with a Generation Z target audience, it was important that my editorial styling not only captured the campaign’s core narrative and visual setting but also reflected current fashion trends to remain commercially en
To develop my styling, I explored all four collections within my campaign and ultimately drew inspiration from Wild Outback. This collection best reflects three key elements I wanted to incorporate: the cam
gaging. The Outback offers a distinct andiconic climate that’s unique to Australia, making it the perfect foundation to represent the heritage aspect of my campaign. To strengthen the connection between environment and style, I explored the connection between desert landscapes and music festivals, particularly Coachella. Drawing from its signature bohemian aesthetic, which has
grown into a fashion genre of its own, I’ve integrated that influence into my styling. This choice not only aligns with the campaign’s carefree, youthful nature, but it also supports the concept that fashion can be used to build aspirational lifestyles. Additionally, the festival inspiration ties back to the musical element introduced in the menswear component, ensuring consistency across the full campaign.
BUILDING THE BASE
Bohemian inspired
White, leightweight fabrics
Lace detailing
Adjustments to the length were made to reveal hidden layers.
Layering
ADDING Details...
MODEL PROFILE
Bella will be the sole model for my editorial photoshoot. I’ve worked with her previously on a past project that delivered a strong visual outcome, which gives me full confidence that she is the right fit for this campaign. Bella is naturally confident in front of the camera and brings a strong presence to each shot. With a background in dance, she is highly adaptable to different poses, giving me the freedom to explore creative positioning that will elevate my editorial vision. She also perfectly represents the target demographic of the campaign, being 18 years old and part of Generation Z, while reflect ing the student aesthetic and lifestyle often associated with gap year culture. Her blonde hair and tanned complexion further complement the sundrenched, coastal tone of the campaign, visually reinforcing the story and environment at the heart of my concept.
Previous modelling
HAIR Brief
• Two loose braids
• Face framing strands
• Messy chic
• Boho
• Relaxed
• Soft
• Gold hair charms
• Festival-inspired
MAKEUP Brief
HOW DO I PLAN TO USE POST PRODUCTION?
For the post-production of my campaign images, I plan to fully explore Adobe Photoshop and Lightroom, experimenting with various effects and lighting adjustments until I achieve a result that I'm completely satisfied with.
Editorial Enhancements
In post-production, a main focus of my editing techniques will be on enhancement opportunities. As the campaign represents a warm climate, it's important that this element is visually communicated, even through my studio images. By using tools such as vibrance, contrast, and saturation, I can adjust the lighting to achieve a warmer tone that supports the campaign’s storytelling. Additionally, tools like
brightening, highlighting, and exposure adjustments will help create a more advanced, eye-catching visual. These enhancements will allow the images to stand out while remaining consistent with the campaign's narrative and overall atmosphere. Additional enhancement measures will include making precise crops to effectively highlight each image’s key focus, as well as using healing tools to remove any imper
fections. Using these techniques will contribute to a clean, polished, and professional final outcome.
GOLD JEWELLERY CAMPAIGN IMAGES
Since my editorial images will incorporate warm tones through gold jewellery details, I will be drawing inspiration from jewellery brand campaigns to guide my editing style.
BLACK & WHITE EFFECT
I plan to incorporate this throughout my lookbook to create visual contrast against the warmer-toned images, enhancing the overall narrative and mood.
For my beach location imagery, I’m particularly drawn to the use of black-and-white effects. This style adds depth and a sense of sophistication, offering a more elevated, luxurious feel.
AI BACKDROPS
Given the digital nature of my campaign, the brand’s online presence, and its Generation Z target audience, I plan to incorporate AI-generated backdrops into my studio imagery. This will allow me to visually reinforce the campaign narrative through dynamic, location-inspired environments that align with each collection. Beyond storytelling, the use of AI adds a subtle layer of futurism, enhancing the overall aesthetic with bold, visually appealing outcomes designed to captivate a digitally forward audience.
Shadowing
An additional element of post-production I’m particularly interested in exploring for my editorial image is shadowing. With the outfit featuring a significant amount of white and being featured against a white backdrop, there’s a strong opportunity to experiment with lighting techniques to create dynamic shadow effects. This approach will not only help the outfit stand out, but it will also add depth and character to the final image, enhancing its overall visual impact.
MARKETING & PROMOTION
Given the digital nature of Peppermayo, my campaign and its target demographic, Generation Z, the promotion strategy of Peppermayo The Road Trip will take place on social media and through other technological platforms. After researching the most used social media platforms for my target audience, the promotion for my campaign will take place on two platforms that Peppermayo are already familiar with: Instagram and TikTok. Content will include a mix of carousel posts, reels, stories and TikTok-style short videos, all showcasing the campaign's key themes, final
To maintain visual consistency while reinforcing the narrative, content will be aesthetically driven, including elements such as location snippets, styling breakdowns and editorial glimpses. Furthermore, to boost engagement and retain attention, interactive features will be executed in the form of polls, Q&As and ratings. This will enhance the community feel and consumer involvement element of the campaign. BTS content will additionally feed into this aspect while generating hype surrounding the campaign by sustaining interest and building momentum to the launch.
Community building is a key element of my campaign and sits at the centre of its narrative. To strengthen this through promotional efforts, user-generated content will be highly encouraged. This approach will help generate a digital community and showcase the lifestyle associated not only with the campaign but also with the Peppermayo brand as a whole. It will highlight authentic, relatable attitudes that drive engagement and create excitement across social media platforms. To support this, a unique campaign hashtag, #PMRoadTrip, will be introduced, encouraging consumers to participate, share their own content, and feel part of the wider Peppermayo community.
#PMRoadTrip Australian Influencers
Although this campaign aims to shift away from the oversaturation of influencer-based promotion, this method can still be effective when used thoughtfully and authentically. As influencer marketing remains a significant part of Peppermayo’s brand identity and the social media landscape, I intend to incorporate it in a way that aligns with the campaign’s core narrative. For Peppermayo The Road Trip, a carefully selected group of Australian influencers will be invited to share the campaign across their own social media platforms. This approach will not only extend the campaign’s reach to new audiences, but it will also connect the narrative to real people with shared Australian roots, adding an additional layer of relatability and authenticity while further strengthening the aspirational lifestyle being expressed.
GIVEAWAY
Another element of Peppermayo’s usual promotion strategy that I want to incorporate into my campaign is a giveaway. This is an area in which the brand is highly experienced, regularly hosting giveaways to promote upcoming collections or to celebrate key events. From concert tickets to designer bags, these campaigns create the appearance of success, often generating engagement rates that significantly exceed those of standard posts. The giveaway for Peppermayo The Road Trip will be the brand’s most ambitious to date: two return plane tickets to any destination within Australia, exclusively open to international consumers. The winner will also receive a Peppermayo gift card to shop the collec-
tion ahead of their trip. Entry into the giveaway will focus on user-generated content; participants must share their own photos or videos featuring items from the campaign on social media, using the hashtag #PMRoadTrip. This will automatically enter them into the draw. Additional prizes will include Peppermayo vouchers, with a total of three winners. The goal of this strategy is to expand the campaign’s reach, generate excitement, encourage UGC, and deepen consumer engagement. Not only does the campaign present an aspirational lifestyle, but this giveaway offers the chance to turn that aspiration into a physical experience, making the dream feel genuinely achievable.
Campaign influences...
MOTEL ROCKS
When discovering Peppermayo as part of my research, I also looked into another brand positioned within the same market level, Motel Rocks. This brand has extraordinary storytelling abilities, with a strong brand identity
rooted in its heritage that drives its overall aesthetic. This has created a unique, vintage and edgy brand perception that its Generation Z audience has built a strong style community around, evident through high social media engage-
ment and voluntary user-generated content. Exploring this brand inspired me to adapt elements of its marketing strategy and apply them to Peppermayo to enhance their own storytelling and brand identity. The core aesthetic of Motel Rocks is a 1990s road
trip across the USA, reflecting the brand’s origins. This heavily influenced my decision to connect Peppermayo to its own heritage within my campaign, exploring a road trip-themed narrative but, in contrast, across the Australian landscape.
A further inspiration of mine, specifically in terms of garments, was Coachella, an American music festival held in the centre of a desert. Fashion plays a major role at Coachella, with many brands, including Peppermayo, using the event for influencer trips. The festival has created its own fashion genre, showcasing bohemian and hippie styles that have gained global popularity. This is clear across social media and news outlets, inspiring people to explore the fashion even if they don’t attend, as it represents a highly desired lifestyle. This is the kind of effect I hope to achieve with my campaign in relation to travel culture. When developing the styles for each collection, I looked to the desert landscape of Wild Outback and considered how I could integrate a Coachella-inspired aesthetic into my styling.
Campaign influences... COACHELLA
“Coachella isn't just a festival; it's a cultural lens where trends are born, amplified, and sent rippling through the year ahead.”
(FIG. 8)
Peppermayo influencer trip to Coachella 2025.
Inspiration...
Zara TranseasonalMan
TIMELINE & KEY DATES
17.05.25: Location photoshoot: Menswear
18.05.25: Studio photoshoot: Menswear
20.05.25: Studio photoshoot: Womenswear
04.06.25: Campaign edits to be printed
03.07.25: Launch night!
Date: 17/05/2025
Location: Ainsdale Beach
Timeframe: 5-9pm
Focus: Menswear
Models: James & Mylo
Outfits: Model outfits 1-3 (6 total)
Props: Convertible car & guitar
As my location shoot involves multiple outfit changes, varied backdrops, and prop inclusion, I have allocated a fourhour timeframe to ensure there is sufficient time to capture a wide range of imagery and video content while also allowing for creative experimentation with poses and angles. The shoot is scheduled from 5 to 9pm, intentionally timed to take advantage
PHOTOSHOOT One
of the softer, golden-hour lighting that occurs after peak sunlight. This warm, glowing aesthetic aligns perfectly with the mood of the campaign, further enhancing visual storytelling. Each outfit change will be given a dedicated one-hour time slot within this window, allowing the natural progression of light to complement and reflect the distinct narrative of each collection.
Timeline
5pm: Arrive at the location and prepare for outfit one.
5.15pm: Beachfront/shore area- showcasing outfits from the collection Bondi Bliss in daytime lighting.
6.15pm: Prepare for outfit two and find a suitable parking location.
6.30pm: Carpark area- main road trip campaign imagery showcasing outfits from the collection Wild Outback.
7.30pm: Prepare for outfit three.
7:45pm: Sand dune area- showcasing outfits from the collection Western Glow in sunset lighting.
9pm: Pack away and conclude the photoshoot.
Date: 18/05/2025
Location: Studio
Timeframe: 2-4pm (30 minuetes per outfit collection)
Focus: Menswear
Models: James & Mylo
Outfits: Model outfits 1-4 (8 total)
PHOTOSHOOT Two
Chair poses
I’ve chosen to use a white backdrop for my photoshoot to achieve a clean, minimal appearance that highlights the clothing without distraction. Since the outfit is primarily white, the backdrop will allow subtle shadowing to form around the garments, creating depth and contrast while still maintaining the overall image as soft and polished. This effect also supports seamless editing in post-production, particularly when incorporating AI-generated backgrounds.
Date: 20/05/2025
Location: Studio
Timeframe: 12-12.40pm
Focus: Womenswear
Model: Bella Russell
Outfits: 1 (Wild Outback collection)
PHOTOSHOOT Three
The aim of this photoshoot is to capture an editorial image which will express my campaign concept, convey its narrative and reflect the overall mood aligned with the key theme. This image will serve as the focal point of Component 2 and will be showcased on launch night as a visual representation of the campaign.
Photographer
For my editorial photoshoot I will be hiring a professional photographer to help achieve my desired outcomes. Creating strong editorial imagery is essential to effectively communicate my campaign’s core narrative and concept. Collaborating with an industry professional who can assist with lighting, angles, and setup will significantly enhance the quality of the shoot and contribute to its overall success.
EDITORIAL POSES
EXPECTED OUTCOMES & ASSETS
As a final outcome, I plan to produce five distinct assets that capture the full scope of my campaign development. These will include a journey book, three individual lookbooks, each dedicated to a separate photoshoot, a behind-the-scenes journal and a content book. In addition, I will select one social media platform to showcase my FMP and document its process in a cohesive and engaging way. I will also be producing a journal surrounding my contribution to launch night.
Journey Book
My main asset will be my journey book, a visual and reflective journal that documents my FMP journey from initial concept to final outcome. To reflect my personal brand, this piece will follow a magazine-style layout, showcasing my strengths, creative direction, and passion for storytelling and design. The front cover will be inspired by a vacation coffee table book, visually communicating to the reader that the journal is meant to be experienced like a road trip, immersive, inspiring, and full of discovery.
Lookbooks
Each lookbook will feature a series of edited images from each final photoshoot.
BTS Journal
This book will feature a behind-the-scenes look into each final photoshoot.
Content Book
This book will feature social media content and AI imagery used to promote the campaign.
LN Journal
This book will showcase my contribution to the Class of 2025 launch night.
CAMPAIGN VIDEOS
In addition to capturing still images during my campaign photoshoots, I also intend to gather video footage that can be repurposed into various forms of promotional content for social media. Creating a diverse range of media can not only boost visual interest but also broaden audience reach and appeal, ultimately strengthening the campaign’s ability to engage and resonate with its target demographic.
BTS Video
Throughout all three of my campaign photoshoots, I will be capturing behind-the-scenes footage to create a dedicated BTS video. Giving Peppermayo’s audience a glimpse into the making of the campaign will help foster a greater sense of authenticity and involvement. This added layer of transparency supports the community-driven approach at the heart of Peppermayo: The Road Trip, while also enriching the campaign’s overall storytelling. The final video will be shared on social media, offering a sneak peek into the process and serving as a preview for the full campaign launch and final image collection.
Promotional Video
Throughout my beach photoshoot, I will be capturing video clips to create a campaign video that features all three of the collections represented in the shoot. The final product will be a short promotional film designed for social media, marking the official launch of menswear within this campaign. To keep it engaging and impactful, I plan to keep the video around 45 seconds in length, ensuring it highlights the
clothing while consistently reflecting the campaign’s overall theme and message. A distinctive element I’d like to incorporate is music performed by one of my models, a cover of Down By The River by Milky Chance. I selected this song as its lyrics and mellow, upbeat rhythm perfectly capture the essence of the campaign, reinforcing the laid-back, adventurous lifestyle at the centre of the narrative.
To showcase my FMP journey, I have chosen to use the social media platform Instagram. Instagram offers a variety of media upload options, allowing me to clearly share main feed posts, reels, and stories, which can later be added to a highlight. As Peppermayo The Road Trip would hypothetically have a strong presence on this platform, I felt it was appropriate to use it myself. Rather than rebranding my existing creative profile, I will be using my account in a scrapbook-style format, as a virtual diary. This will include not just the final results but also the process and growth throughout my FMP journey, allowing the viewer to gain a full understanding of what my campaign is about and the steps taken to bring it to life.
Social Media
Launch Night
As a result of my photoshoots, two final images will be selected to represent my FMP at Launch Night. These will be printed in a large format and displayed at the venue for attendees to view. Additional images will also feature in our Class of 2025 yearbook, a publication that will be showcased at the event and viewed by industry professionals, further reinforcing the visual identity of my campaign.
BIBLIOGRAPHY
FIG. 1 https://bettermode.com/blog/brand-community
FIG. 2 https://www.travelperk.com/uk/blog/gen-z-travel-statistics-trends/# FIG. 3 https://www.gooverseas.com/blog/best-places-gap-year
FIG. 4 https://www.dailymail.co.uk/femail/fashion/article-13569703/Sydneyclothes-men-reddit-cost-living-crisis.html
FIG. 5 https://priceweber.com/blog/influencer-marketing-decline/ FIG. 6 https://www.forbes.com/councils/forbescommunicationscouncil/2023/05/05/connecting-with-gen-z-effective-strategies-for-brands/
FIG. 7 https://sproutsocial.com/insights/gen-z-social-media/
FIG.8 https://tfashion.ai/blog/coachella-2025-boho-revival-festival-fashion-and-smarter-trend-research https://peppermayo.co.uk
