Warby Parker

Belle Âme

After studying abroad in The City of Love, my final project for the International Strat Comm Global Seminar involved creating a campaign to introduce an American brand, Warby Parker, into French culture for a Parisian audience. I began by recognizing cultural differences between the US and France and examining the current positioning of Warby Parker for its American audience. I generated a branding strategy that remains true to the Warby Parker image while appealing to a new audience with different ways of living, values, and ideas of everyday fashion. ‘Athleisure’ does not cut it in Paris! The insights I gained on both Warby Parker and French culture led me to one central idea to be the root of my concept, Belle Âme, and the campaign’s creative executions.