With Lens being my allocated outcome, I started immediately by brainstorming types of possible lens campaigns, such as photography, billboards, adverts, youtube, snapchat, instagram, cinema and posters. Along with the Pros and Cons of what lens campaigns can and cannot achieve.

After this initial research, I decided to have a look a previous AllSaints Lens campaigns to gain inspiration. I soon discovered the Spring 2018 campaign called Out of Season. I found this campaign particularly interesting because how interactive they have managed to make a normally very un-interactive way of advertising. The campaign consists of a series of pictures and a 60 second video featuring normal everyday people wearing AllSaints clothes. Customers would then get emails introducing them to the cast members, in which they could shop the look of their favourite actor/actress. The use of normal people in this campaign is a guerrilla style of marketing because we are so used to seeing big- name models in front of the lens. Since real people will be buying and wearing the clothes AllSaints decided to show off such people in their campaigns, it makes sense.