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MFA THESIS PROJECT

"AFTER A GLOBAL EPIDEMIC,
OMNICHANNEL STORYTELLING TAKES ON A NEW MEANING."

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RUI WANG 2022

THESIS OVERVIEW

Abstract

Since the advent of Advertising, people have used media to communicate and convey information. After centuries of technological change, media has become more diverse. Gradually, each medium developed unique characteristics for advertising campaigns, and thus, flourished.
The Canadian communication theorist, Marshall McLuhan, said: “The Medium is the message.” In the evolution of modern advertising, the medium is no longer just an independent entity. As times change, marketers need to connect media with technological transitions and consumer behavior to tell brand stories better. Gradually, ad marketers bring together disparate media, messages, and touchpoints culminating in omnichannel marketing. From 2019 until now, the outbreak of COVID-19 has affected everything: social context, breakthrough technology, public policy, and even natural disasters, while affecting the marketing industry, which requires advertisers to rethink their media choices to adapt to these changes. This research paper uses omnichannel marketing as a bridge to successfully help brands thrive in the current and post-pandemic world. Facing the impact of the global epidemic, advertisers need to build their customized omnichannel strategy by choosing appropriate media and content to enrich the story experience and achieve success.

Keywords:

Pre- and Post-pandemic, Omnichannel, Consumer Behavior, Advertising, Storytelling.

Thesis Summary

Project Owner

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Full Thesis Here .

Thesis Visual Components

Summary

The thesis visual component will be completed based on the omnichannel marketing knowledge learned and Nike’s case study. The visual component is to collaborate with a fashion startup brand, Mazari, to tell its brand story. It will be using omnichannel marketing, combining traditional, new media, and metaverse to provide a seamless consumer experience and a memorable brand story.

Brand Founder

Raphael Bahindwa founded Mazari Studio, A Fine Artist disciplined in painting from the Democratic Republic of Congo.
Raphael Bahindwa received his B.F.A. in Painting from SCAD Atlanta. He can create vividly compelling storytelling through painting, influenced by his cultural identity in the Congo and his daily experiences.
Raphael has developed a unique abstract style that uses arrows, color, and other symbolic Congolese artifacts. When asked about the context of this unique style, he stated, “I draw a lot of inspiration from traditional Congolese masks, arrows used by the warriors, and other artifacts symbolic of the Congo.
Now Raphael combines his unique style of painting with fashion. He brings his abstract symbols and unique culture to fashion as a new star to stand out in on-trend fashion.

USP (Unique Selling Proposition)

1. Fashion and multicultural fusion.
2. Artists and street fashion collide to create amazing sparks
3. Unique figurative art is incorporated into the structure, silhouette and surface of the garment
4. Hand-painted, each garment is unique
5. Loved by young people who love the street culture, pop culture, trendy fashion

Voice

Figurative
Edgy Casual, and Friendly
Mysterious & Modern
Trendy

Tone of Voice

Creating forward-thinking fashion & Celebrating youth culture
Explore, Introspection, and Innovate

Strategy

Get
Gen-Z and Millennials who are like multiculturalism with a unique niche aesthetic, love art and fashion streetwear

To
telling brand stories through experiences based on writing the thesis, incorporating omnichannel marketing and consumer journey maps

By
engage with Mazari’s a series campaign, Introduce brand culture and story to the audience

Because
the brand needs to boost brand awareness build the relationship with consumers

Target Audience

Primary TA
16 to 25 years old (GenZ & Millennial)

Secondary/Potential TA
26 to 41 years old (GenZ & Millennial)

Features
Consumers who like multiculturalism with a unique niche aesthetic
Consumers who love art and fashion streetwear
Trendsetters and fashionistas
The brand’s primary targets are the youth and millennials.

Deliverables

Branding/Graphic Guideline
VI System & Merchandise
Website
Lookbook
Instagram Carousel
Pop-up Store
Fashion Show x Atlanta Botanical Garden
VR Experience & Projection Mapping (Video)
Mazari x Minecraft

Branding/Graphic Guideline

VI System & Merchandise

Website

Lookbook

Instagram Carousel