Digital campaign to promote the Newby Teas & Matthew Williamson Collaboration project. In the first collaboration of its kind, multi award-winning British designer Matthew Williamson partnered with Newby London, to produce a range of high-quality tea blends accompanied by a capsule collection of limited edition teaware – a collection named 'Newby by Matthew Williamson'.
Planning out the Instagram campaign, I designed a set of social posts building up to the “final reveal”. These visuals were adapted to run concurrently across Facebook and Twitter.
1. “Coming Soon” Post. Starting off subtley with just a hint of the Matthew Williamson illustration.
2. All subsequent posts to carry Matthew Williamson butterfly as a link back to the “Coming Soon”.
3. “3 & 10 Days” post - to take up the space of 3 Insta posts, adding impact and grabbing attention.
4. "It's Arrived" post revealing the full scope of the design, to be set over 9 social squares to make full feature.
5. Finally showing off the actual product photography.