The luxury fashion industry cashes in over $300 billion year, and The RealReal is a major player in the sector. But with competitors rising quickly to popularity, The RealReal needed to make an impression on both buyers and consumers. As a brand that offers luxury for less, we created a campaign message that focused on the elation of finally getting a much longed-for luxury purse. We crafted this message, among others, on a project-by-project basis within The RealReal’s existing branding. We launched an outdoor blitz at New York Fashion Week 2014 and followed up with geo-targeted digital ads. The entire initiative, from conception, studio production to digital delivery, was completed in studio.