BRAVO / PROJECT RUNWAY SEASON 18

BACKGROUND///

Sixteen designers compete to become "the next great American designer." The reboot features judges, supermodel Karlie Kloss, editor-in-chief of Elle, Nina Garcia, fashion designer Brandon Maxwell, and former editor-in-chief of Teen Vogue Elaine Welteroth.

Upon returning to Bravo after 11 seasons on rival network Lifetime, Project Runway is a battle-tested show, and getting to 18 seasons is a major feat. To survive, the series must, well, make it work. The show had a batting average of about an .850, so for this new version to thrive, it needed to be consistently hitting home runs. 

Season 17 research showed the greatest audience engagement came from designer focused content. Our idea? Craft a powerful and relevant image campaign that could galvanize fans around the distinct styles and personalities of the designers themselves. We were also tasked with creating a promo toolkit for episodics and social. Our goal? Show off a brand new set and capture each designer at work. Then, focus on the craftsmanship and tools of the trade in beautiful macro photography.