3 Brand Photography Takeaways from Jcrew’s Latest Campaign with the NYC Ballet
Have you seen J Crew’s recent campaign with the NYC Ballet featuring J Crew’s latest cashmere sweaters? It’s gorgeous, nostalgic, and filled with tons of marketing gems for small businesses. Pull out some paper and a pen - it’s time to take notes and be inspired!
First, the concept of this shoot is brilliant. Sure, Jcrew could have launched their latest cashmere sweater line with an on-brand commercial studio shoot with a holiday twist and it would have been beautiful BUT tying it to a seasonal concept made it stand out.
I mean what’s more nostalgic and memorable than the Nutcracker ballet at Christmastime? It was also the 75th anniversary of the New York City ballet - what a great way for them to not only celebrate but market themselves in a fresh new way. Sounds like a win-win for both companies.
In addition to the photos, there were punny lines all throughout the campaign that can’t help but put a smile on your face. I don’t know who was on the creative / marketing team for this campaign (I’ve looked) but whoever you are, BRAVO!
Authenticity is KING
Yes, AI-generated content is on the rise and things are getting more automated all the time but authentic content will never go out of style. As I scrolled through the comments on Jcrew’s Instagram their customers were speaking LOUD AND CLEAR - repeatedly thanking J Crew for using REAL dancers in the shoot. They even featured the dancer’s names next to the photos on their website. It’s no coincidence that the authenticity of this shoot was also one of the most endearing elements.
In addition, the final collection of photographs and video clips was a nostalgia-packed marketing experience. Scrolling through the campaign felt like I was flipping through an old family photo album or watching home videos. From grainy B&W’s to slightly out-of-focus action shots seemingly captured on film. It all felt very familiar but not in a boring way more in a “I feel at home” way.
Sell a Feeling > a Product
Last but not least they sold a feeling over a product. The campaign felt inspired, cozy, and like a “warm hug” — all things you’d, of course, experience by purchasing the latest Jcrew cashmere sweaters ;) I’ve never wanted to purchase a cashmere sweater but I sure did after seeing those images.
A Successful Campaign Isn’t Only Tied to profits
In my initial draft of this blog post, I wasn’t going to even touch on the possible ROI’s that came from this campaign. I thought, “Well it ‘s too hard to know if this was a worthwhile campaign because who knows how many of their cashmere sweaters sold compared to past seasons…” But this was faulty thinking. REGARDLESS of whether their cashmere sales went up or down I’d consider the campaign a big WIN and here’s why:
Lots of engagement and positive feedback about the campaign on their social media. Their audience ATE. IT. UP.
I did see that the limited run of NYC Ballet merch sold out IN A DAY… with people begging them to bring it back.
Got great feedback about using real models - this in itself likely has many intangible ROIs that can’t be measured but will be felt… ie. brand loyalty, connection, trust, etc.
Moral of the story? Don’t judge the success of a photography campaign or launch solely based on increased profits 😉
Whether you’re a service or product-based business here are a few ideas for your next branding photoshoot:
Incorporate Film: I recently heard someone say, “Film photography doesn’t just LOOK good, it FEELS good.” I’ve always been a sucker for film but it’s true. It’s something that makes even the most mundane moments beautiful. It could be as simple as bringing a Polaroid camera to capture some fun BTS or bringing in a film photographer to shoot a few rolls of B&W film at your next brand shoot.
Embrace the Authentic: It’s good to have things curated but it’s also good to embrace things naturally and organically. The J Crew brand is very polished but I loved this artistic twist mixed in with their standard marketing. Consider working with a photographer who has a natural approach to posing or showcasing your artistic process or the messy behind-the-scenes of your business that doesn’t always get documented.
Partner with another local brand. This campaign wouldn’t have been the same if the NYC Ballet had launched a limited line of merch on their own OR J Crew had hired professional ballerinas and captured it in a generic ballet studio. The magic of it all was the collaboration of the project.
Looking for a creative partner to help bring your next brand photoshoot to life? I’d love to help.
