SCHUMSCHUM is an analog brand for lovers of old school film - with a hint of experimental mischief.
The challenge
SCHUMSCHUM needed a voice that celebrated the messy, imperfect beauty of analog film while pushing its boundaries into a bold, experimental age. The goal was to establish a new tone of voice connecting with the next generation of creators who embrace the raw & unfiltered moments in life.
The work
Analog communities surged up since the boom of analog film for millenials & Gen Z. But that also meant the market got extremely expensive as a result. With months of waiting time for film rolls and prices equaling those of an expensive bottle of wine, SCHUMSCHUM decided to bring back affordable analog. With a dash of experimential twist.
SCHUMSCHUM is bold, affordable, sexy and sometimes a little weird. It 's a form of self-expression for young people who want to share it with a community and don't hesitate to go out of the norm sometimes. This film dares people to go a little unexpected.
The role I played
Together with their internal team I provided the audience research, GTM strategy as well as tone of voice, and copywriting across every media touchpoint, including packaging.
Credits
Copy - Nina Aleksić
Copy & brand - Nancy Nguyenová
Product design & visuals - Adam Rohal
Product design - Dominika Goralská
Brand - Daniel Gavenda