01
Silhouette or material?
Compare interest in wide shots with interest in material close-ups.
All concepts
VELLUM ATELIER
Form, feeling and pieces for every day.
A collection built around silhouette and material, for a calm presence in the city.
01THE PROPOSED CONTEXT
A quieter kind of presence.
- For whom
- People who invest in lasting pieces and pay attention to material, cut and how clothes wear day to day.
- The proposed objective
- Make the quality of the materials visible and connect interest in the imagery with exploring the collection.
INDEPENDENT CONCEPTThese are demonstration concepts for fictional brands, not campaigns created for clients. They explore simple creative ideas, messages and promotional formats adapted to different industries and platforms. The visuals were generated with AI under the creative direction of the NOT MORE. team.
THE CENTRAL IDEA
“A quieter kind of presence” suggests elegance without display. “Form. Feeling. Everyday.” connects the silhouette with the feel of the material and everyday wear.
THE VISUAL REASONING
Ivory, dark brown, burgundy and warm gray. A high-contrast serif and editorial italics give the collection the rhythm of a magazine, while stone architecture sets off the silhouette.
#362B25#611F2C#F2EDE5
02ONE IDEA, DIFFERENT CONTEXTS
The message adapts to where it appears.
The key visual presents the coat within the city’s architecture. The feed alternates silhouette, wear and material details. Verticals and outdoor keep a single message with plenty of space.
ANOTHER DIRECTION WITHIN THE SAME WORLD
The Art of Less
Fewer pieces, chosen for material and cut. The direction explains the value of lasting pieces.
03AFTER THE FIRST ENCOUNTER
Interest needs a next step.
The website mockups move from the collection to a product page with colors, sizes, material and care. They are concept images, not a working store.
04INSIDE THE CONCEPT
One challenge. Different visual answers.
These explorations show how tone, message and composition can change. A creative direction proposes a point of view; an adaptation takes it into another placement. Compare the options and notice what stays recognizable from one material to another.
CREATIVE EXPLORATION
A quieter kind of presence.
Silhouette, wool and stone architecture create elegance without display.
25 visuals in this direction
View the applicationsEvery material, by role.
Distinct compositions and placement variants are collected here. Identical copies and equivalent exports are grouped as one visual.
Guide: what does each format do?Direction
Material type
29 / 29 visuals
Key visuals 001
A quieter kind of presence.
1672 × 941 px · 2 sizes grouped
Key visuals 002
A quieter kind of presence.
1122 × 1402 px · 2 sizes grouped
Key visuals 003
The Art of Less
1672 × 941 px
Digital ads / PPC 004
A quieter kind of presence.
1122 × 1402 px · 2 sizes grouped
Digital ads / PPC 005
A quieter kind of presence.
1122 × 1402 px · 2 sizes grouped
Digital ads / PPC 006
A quieter kind of presence.
1122 × 1402 px · 2 sizes grouped
Digital ads / PPC 007
A quieter kind of presence.
1735 × 907 px · 2 sizes grouped
Digital ads / PPC 008
A quieter kind of presence.
1254 × 1254 px · 2 sizes grouped
Social media 009
A quieter kind of presence.
941 × 1672 px · 2 sizes grouped
Social media 010
A quieter kind of presence.
941 × 1672 px · 2 sizes grouped
Social media 011
A quieter kind of presence.
941 × 1672 px · 2 sizes grouped
Social media 012
A quieter kind of presence.
1254 × 1254 px · 2 sizes grouped
PLEASE NOTEVertical visuals for Reels, TikTok and Shorts are static covers. Websites are mockups. Boards and mockups may contain illustrative examples; they are not measured results, manufactured products or print-ready files.
05WHAT WE WOULD TEST
From creative direction to questions we can test.
02
Less, but better
Test whether the “The Art of Less” direction explains the value of lasting pieces more clearly.
03
The product page
Track whether information on composition and care reduces returns and questions.
HYPOTHESESThese are evaluation hypotheses for a real implementation. The concept has no measured commercial results.
Explore the strategic approach
NOT MORE. / THE NEXT STEP
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