Innovation
Finding ways to create and improve products to make peoples' lives better gives me great satisfaction.
Innovation is my passion.
The story about Jeanius for Castro occurred between
2012-2013.
As the company’s lead designer, I invented trademarked shapewear jeans using Inner Shaper for the best fit.
Thanks to the SIT method (Systematic Inventive Thinking) using task unification, significant product innovation can be made by assigning a new task to an existing element of the product or its environment, thereby unifying two tasks into a single component.
From the conception of the idea and creating the sketches, to checking the market fit MVP (minimum viable product), it took almost one year. During that time, we adjusted and improved both the concept and the material according to consumer feedback.
Once we had nailed down the final product, we created a digital marketing campaign including stop-motion animation, and uploaded it to YouTube and Facebook in order to get consumer engagement on a new name for the product.
After only two hours, we received over 850 suggestions for funny, smart, and original names!
The selected winning name was JEANIUS (Jeans+Genius).
Jeanius items were branded as “push up jeans”,were sold
in CASTRO stores. A new campaign with Gal Gadot was launched with a dance called “twerk it” – which swept throughout the country.
This was a first-of-its-kind innovation, which contributed much to the business, and put CASTRO on the technological innovation map going forward.