Brief: Orange Babies, a Dutch non-profit dedicated to supporting HIV-infected pregnant women and their babies in Africa, sought to ignite conversation within the luxury fashion industry. They envisioned a pop-up shop in Soho, NYC, curated by renowned Dutch photographers Inez & Vinoodh in collaboration with V Magazine. The goal was to elevate brand awareness, drive engagement, and encourage social sharing in a stylish and contemporary manner.
Max P. Goodwin’s Role:
As the sole creative force behind Super Duper Corp LLC, Max P. Goodwin led the entire project from concept to execution. His responsibilities included creative direction, design, and strategic planning, ensuring that every element of the campaign aligned with Orange Babies’ mission while resonating with the high-fashion audience.
Approach
Creative Direction: Max’s challenge was to bridge the gap between high fashion and social responsibility. He directed the creative vision, crafting a campaign that would capture the attention of top fashion icons and pop culture personalities.
Design Process: Max developed a custom visual language inspired by Orange Babies’ mission, which informed the design process. He created compelling graphic concepts that were meticulously hand-printed on custom-made oversized hoodies and t-shirts, transforming each garment into a canvas for advocacy and artistry.
The Campaign
Engagement Strategy: Max expanded the campaign’s reach by enlisting a network of top models, gifting them with garments, and encouraging them to personalize each piece with original artwork or their unique signature. These exclusive items were later auctioned off, with all proceeds benefiting the Orange Babies Foundation.
Results
Impact and Outreach:
- Social Media Presence: Max’s campaign strategy led to over 150 million impressions across various platforms, tapping into the realms of lifestyle, streetwear, and culture.
- Earned Media: His work generated a remarkable $1 million in media coverage outside of V Magazine’s channels.
- Auction Success: The auction of one-of-a-kind pieces raised an impressive $50,000 for Orange Babies.
Recognition
Max’s project garnered widespread recognition, with high-profile figures like Kate Moss, Alexandra Agoston, and Romee Strijd lending their support. The collection was featured in prestigious publications like Vogue Paris, V Magazine, and WWD, further amplifying its impact.
Conclusion
The Orange Babies initiative showcases Max P. Goodwin’s ability to fuse fashion with philanthropy, creating campaigns that drive both awareness and action. As the creative mind behind Super Duper Corp LLC, Max’s work on this project demonstrates his capacity to lead and execute complex, high-impact campaigns.
