Solem.
Content strategy, creative direction and bilingual campaign production for a Quebec microfiber brand. One strategy document, two campaigns, a year of work.- Engagement
- Bloom — Strategic Content Production
- Services
- Content Strategy, Creative Direction, Video Production
- Sector
- Consumer Goods
- Years
- 2025
The Client
A brand people use every day, in a category that sells on specification.
Solem makes premium microfiber in Quebec, in a category that sells on absorbency and specification. Solem wanted people to feel something instead. We worked directly with the cofounder, no agency between us and the decision.
What Was at Stake
We were hired to make content. We sent a strategy instead, and they bought it.
Partway through the video work we wrote something nobody had asked for: a content strategy for the year ahead, with a plan behind each axis and one proposal, a resort collection shot in Mexico.
Solem approved it, and the plan produced the campaign. Every video after was built to one standard: understood in seconds, proof of quality in the frame, mirrored in French and English for paid social.
What Changed
Two named campaigns, two languages, eight months of one visual idea.
Plaisir de donner carried the holidays. The Resort collection carried the summer, shot in Mexico off the back of the strategy document. A year of one continuous brand voice. Mylène Lessard, Solem's cofounder: « C'est toujours un plaisir de découvrir tes créations ! »
Two campaigns
from a strategy document we proposed
Credits
- Content Strategy & Direction
- Nicolas Abou
- Client
- Solem
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