background & objective
Semir is a casual clothing brand for young people who live in mid-tier cities and small towns in China.
Release your imagination. Anything you can imagine can be designed as a T-shirt.
We helped this brand promote their clothing line by creating a campaign inviting people to design their own shirts. To advertise the campaign, we featured various subjects and backgrounds outlined by graffiti, like a stencil of a t-shirt. These photos were printed in magazines and billboards, featuring a link where consumers could go online to create their shirts. Youth were encouraged to submit designs that reveal their lifestyle,
attitude, and their individual character.
As a senior art director, I developed the idea and execution of