THE FINAL CHAPTER: THE Mystery Tote
2025
THE FINAL CHAPTER: THE MYSTERY TOTE was developed for My Outfit
Online to close the Summer ’25 season. Traditional end-of-season promotions often reduce brand desirability and frame remaining
inventory as a surprise.
The campaign reframed seasonal inventory as a twelve-hour curated mystery drop. Through curated emotional arch, intentional visual language, and ritual-based storytelling, the final release became an exciting moment for the end of season.
The campaign reframed seasonal inventory as a twelve-hour curated mystery drop. Through curated emotional arch, intentional visual language, and ritual-based storytelling, the final release became an exciting moment for the end of season.
01 Campaign Vision
The Closing: a reflective phase that framed the end of Summer ’25 as a completed chapter
The Anticipation: an preperation phase that marked the transition from memory to participation
The Drop: a time-bound release that formally wraps up the season
The Anticipation: an preperation phase that marked the transition from memory to participation
The Drop: a time-bound release that formally wraps up the season
02 Phase I: The Closing
03 Phase II: The Anticipation
04 Phase III: The Drop
