Lacoste

x Ricky Regal

“Bowie gave us Ziggy Stardust, Beyonce had Sasha Fierce, and now, Bruno Mars is introducing us to his musical alter ego, Ricky Regal, as part of a new fashion collaboration with Lacoste.”

– Tim Chan

We teamed up with Lacoste for the launch of their newest fashion collaboration with Bruno Mars and his designer alter ego, Ricky Regal. The new collection by Lacoste brings the world of Ricky Regal to life through the lens of the brand’s iconic blend of sport and luxury.

Working as the IAT agency across multiple streams, we developed an omni-channel campaign across global markets in the physical, digital space and social space.

DRIVE BUZZ & CONVERSATION

DRIVE BUZZ & CONVERSATION

“We obviously have deep roots in tennis and golf, but you have to innovate, you have to start thinking about a true consumer experience.”

Jason Kim, Lacoste Sr. VP Marketing U.S.

OOH LAUNCHES

To generate awareness, drive buzz and conversation, out-of-home media was developed in support of the wider campaign — bringing to the visual aesthetic and persona of Ricky Regal to the streets.

SOCIAL MEDIA 

We created Ricky Regal’s social identity on Instagram, concepting and producing all content that went live on the page to tease the collaboration.

THE COLLABORATIVE SPIRIT

Truly a story of collaboration and friendship, MATTE worked together with a team of exceptionally talented agencies who used their combined specialties to create the world of Ricky Regal and bring the iconic Lacoste x Bruno Mars collaboration come to life.

PAID MEDIA 184 MILLION IMPRESSIONS

PAID MEDIA 184 MILLION IMPRESSIONS

INFLUENCER CONTENT & SEEDING

We developed an influencer content and seeding concept and program to drive desire for the collection and be everywhere in culture to drive awareness and engagement around the campaign.

LACOSTE X RICKY REGAL ON SOCIAL

LACOSTE X RICKY REGAL ON SOCIAL

CREATIVE DEVELOPMENT

MATTE led the creative development, concepting, art direction, and production & execution for the campaign, inclusive of video and still imagery to bring the Lacoste x Ricky Regal collection and campaign to life.

Our idea was simple: take what Ricky Regal stood for as an alter ego, and bring it to life through a vibrant approach to storytelling. From photography and video treatments to quick witted writing exercises, the goal was to encapsulate Ricky’s laid-back hustler persona in everything that was going to be created.

100K + FOLLOWER GROWTH ON SOCIAL 

*IN ONLY 3 WEEKS

LACOSTE MELROSE PLACE

Consumers were immersed in a one of a kind space that romanticized a story from digital to reality.

The retail experience was created to resonate with Lacoste’s core customer base while generating excitement amongst the targeted Millennial & Gen Z audiences. 

More than just beautifully designed Instagrammable installations, we understood that Lacoste was looking to use this launch as the start of a new conceptual retail strategy to reinvigorate Brick & Mortar in the US market.

Lacoste Melrose Place was the brand’s second highest BTQ in sales dollars.

“This is our biggest collaboration to date”

Jason Kim, Lacoste Sr. VP Marketing U.S.

Credits

Matt Rowean, Chief Creative Officer / Partner
Jenifer Kocourek, Head of Agency Operations
Shreena Shah, Client Director
 
Ariel Panigel,  Lead Creative
David Orellana, Senior Art Director
Kathy Collins, Post Production Manager
Jesse Simon, Editor
 
Film / Stills Shoot
Jeff Broadway, Producer
Lewis Mirrett, Stills Photographer
Jordan Black, Director of Photography
Justin Lynch, Art Director
Kimberly Seko, Production Manager
Lisa Takata, Production Coordinator
 
Matt Garland, PA
Austin Barrett, PA
Lisa Mayo, Props Stylist
Hannah Carpenter, 1st AC
Kayla James, 2nd AC
Kate Collins, Stylist
Janelle Arreola, Stylist Assistant
Brandin Ruttledge, 2nd Stylist Assistant
Becca Abraham, Hair & Make Up Artist
Kasha Lassien, Hair & Make Up Assistant
Lance Williams, Gaffer
Michael Suraci, Key Grip
Partner Agencies (IAT)
Limitless
ENTER
 

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