In 2020, I reached out to Studio A to do some volunteer work in awe of their organisation and artists. After meeting the team and the artists, it became apparent they needed an about video with a difference, and ‘Inside Studio A’ was born.
Part documentary, part fashion editorial, ‘Inside Studio A’ is a unique peek into the magical world of Studio A, getting to the heart of how art and Studio A defines the artists’ worlds, and in turn how they reimagine and impact the world around them.
Over the course of two days, we sat down with five of Studio A’s renowned artists, Mathew Calandra, Thom Roberts, Catherine McGuiness, Jaycee Kim and Meagan Pelham, along with Studio A’s founder Gabrielle Mordy, to hear their stories and capture their incredible life force so we could share it with the world and champion their voices and abilities.
To show your support for the studio and the artists, purchase their creative services and design products. That includes buying, leasing, licensing and/or commissioning artists’ work, which you can do here.
Read more about the artists over on The Iconic.
This project wouldn’t have been possible without the below team who generously dedicated their time to make it happen.
Credits:
Credits: Studio A Founder: Gabrielle Mordy @_studio_a_
Artists: #MeaganPelham #JayceeKim #ThomRoberts #MathewCalandra #CatherineMcGuiness
Creative Director & Producer: @amelia_bowe
Director and Photographer: @cybism of @agender_au
Director of Photography: @selinamiles
B-Cam, Photographer & Studio Manager: @scott.heldorf
Photography Assistant: @hnnhmldrm
Cinematography & Photography Assistant at Bus Stop Films: Ronan Soussa @busstopfilms
Production & Lighting Assistant at Bus Stop Films: Shay Bell @busstopfilms
Stylist: @monoffeepie
Fashion supplied by: @theiconicau, @romancewasborn, @gormanclothing
Hair & Makeup Artist: @yenmakeup_
Hair & Makeup Assistant: @aquatic
Sound Technician: @fullyclassic
Editor: @lueylueylueyluey
Colour Grade: @welcome_to_peachy
Music: @olysherman
Studio: @studio_mondo
Retouching: @malinowskiretouched
Extend on the brand logo and typography to create visually engaging assets that work in harmony to communicate product function.
Objective: Launch the new Botanics Night Oil with creative that represents the brand world and takes it to new aesthetic heights, bringing the ‘around-the-clock’ day & night messaging to life.
Creative Solution: Using the circle as our creative conceit which represents the 24-hour cycle, the planet & nature, a sense of totality, the self and feeling centred, we created a conceptual asset bank of stills and GIFs to help maximise audience engagement on social.
The assets have been created to be seen together and served sequentially, showcasing the oils and skin, as well as the 24-hour cycle with gradient and rotating lighting effects.
Credits:
Creative Leads: myself and Sheena Brobbey
Associate Creative Director: Emily Fleuriot
Photography: Catharina Pavitschitz
Set Design: Carrie Louise
Makeup Artist: Min Sandhu
Hair: Tomomi Roppongi
Social media can be tough on young girls’ self-esteem for a multitude of reasons. From digital retouching , and comparison culture, to misinformation and a relentless news cycle – we want to help young girls (and women!) cultivate a happier, healthier relationship with social media, that can be a useful tool for connection and community.
To do this, in partnership with Dove, we created 3 impactful social-first tiles which featured motivating, relatable quotes from young activists on what they personally do to feel better when using social media. The captions combine their perspectives with expert advice on how people can curate their social media experience to focus more on things like community, empowerment and positivity – rather than comparing themselves to others or toxic gossip.
The advice included tangible actions people could take to curate a healthier, happier feed and aligned with the Dove Self-Esteem Project.
Check out the content on social media here, here and here.
Editorial Director: Cate Sevilla
Creative Direction: Amelia Bowe
Photography: Poppy Thorpe
Psychologist: Kate Hogan
Activists Featured: Sophia Kaur Badhan, Amy & Ella Meek of Kids Against Plastic, Kim Mamhende
For the exclusive launch of SKIMS in David Jones, we chose to shoot against an iconic Australian backdrop - the beach - highlighting the garments’ comfort, versatility and how they seamlessly encapsulate the down-to-earth style of Australians.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Brydie Mack @wolfcubwolfcub
Videographer: Henry Cousins @henrycousins
Stylist: Claudia Jukic @claudiajukic
Make-up: Teneille Sorgiovanni @teneillesorg
Hair: Travis Balcke @travisbalcke @saundersandcoagency
Talent:
Roberta George @roberta.george @imgmodels
Sarah Bolt @sarahbolt_ @kultaustralia Shimma Marie @shimmamarie @kultaustralia
Memu Conteh @memu.conteh @fivetwentymgt
Mahalia Handley @mahaliafromaustralia @viviensmodelmgmt
SS21 JONES Cover shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Fashion Director: Rachel Wayman @rachelwayman
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Duncan Killick @duncan_killick
Videographer: Kidsofbill @kidsofbill
Talent: Duckie Thot @duckiethot @kultaustralia
Hair: Pete Lennon @petelennon @hm_division & Leanne @avannaclairestudio
Make-up: Gillian Campbell @gillielove @theartistgroup
Florist: Ed West @edwardwest
Human connection and feeling seen are vital to our sense of self and wellbeing. In a four-part series of virtual heart-to-hearts, as part of Refinery29’s Self-Service partnership with Dove, we’ve connected women to discuss beauty, body image, identity, visibility and activism in relation to self-esteem, to show the deep connection and wisdom that can come from speaking honestly about our experiences.
As part of the series, Tanya Compas & Amika George have spoken about Queer Black Christmas and Free Periods, Monique Dior Jarrett & Shazia Hosen have opened up about physicality, Emma Dabiri & Stephanie Yeboah have shared their experiences around beauty and Zina Alfa and Yazmin Lacey have discussed why hair discrimination needs to end.
Overall, we wanted the features to feel uplifting and warm, with a psychedelic digital feel given we pivoted to virtual conversations during Covid-19.
The stories are also over on Dove.
Credits:
Creative Direction: Amelia Bowe
Editorial Direction: Cate Sevilla
Produced By: Kirsty Macsween & Kyla Leigh
Written By: Sarah Raphael
Illustrations & Animation: Chrissie Abbott
Design: Montse Tanús
The SS21 issue of JONES Home @davidjonesstore #AsSeenInJones
The home of the future reimagined in partnership with Charlotte Taylor and 3DD Factory, who brought to life these spaces featuring a range of homewares available at David Jones.
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Senior Creative Lead: Laura Agnew @__lauraagnew
Art Director: Hannah Martin @hannah.lidbury
CGI Artist: Charlotte Taylor @charlottetaylr @3dd_factory
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Metropolitan areas are often thought to be hubs of sustainability, eco-innovation and activism, but there are plenty of activists living in the UK’s regional areas too.
To amplify their voices in partnership with Dove, we created an uplifting photo feature showcasing the UK’s next gen of activists and how they’ve been helping their community to live more consciously before COVID-19, as well as the small actions they’ve taken to help others during this period.
The feature highlighted how one person can have an impact on their community and the planet, how their activist circles have shown solidarity despite the lockdown and how they’ve changed the way they help their communities during this time. The feature tied back to Dove’s Plastics commitment and The Dove Self-Esteem Project.
Originally we had planned to travel around the UK for a photoshoot with each of the young women, however due to the pandemic we were unable to travel. Instead, we tasked each activist with shooting themselves and worked closely with the R29 in-house designer Montse Tanús to bring their portraits to life with collages. We chose a textural style with elements of their activism represented in each collage, such as plastic netting for Amy & Elle Meek and shells to represent ears for Sophie Billinghurst.
Each of the activists were so vulnerable and brave opening up to us and it is an honour being able to share their stories. You can read the full feature here.
Credits:
Creative Direction: Amelia Bowe
Editorial Direction: Cate Sevilla
Written By: Zoe Beaty
Designed By: Montse Tanús
Produced By: Kyla Leigh
Today, Tomorrow, Forever
David Jones Father’s Day Campaign featuring Adam Goodes, Nathan Johnson, Sam Elsom and Matt Okine on fatherhood and leaving a legacy for the next generation.
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Fashion Director: Rachel Wayman @rachelwayman
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Duncan Killick @duncan_killick
Videographer: Henry Cousins @henrycousins
Grooming: Molly Warkentin @mollywarkentinmakeup & Pete Lennon @petelennon @hm_division
Talent:
Adam Goodes @adamroy37
Nathan Johnson @blackliststudio
Sam Elsom @samelsom_
Matt Okine @mattokine
David Jones SS21 Campaign Shoot
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Fashion Director: Rachel Wayman @rachelwayman
Photographer: Darren McDonald @darren_mcdonald
Directors: Kidsofbill @kidsofbill
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Set/Light Designer: Colourblind @colourblindlighting
Make-up: Stoj Bulic @stoj_makeupartist @theartistgroup
Hair: Darren Borthwick @darenborthwick @theartistgroup
Poet: Jazz Money @jazzmoney_______
Talent:
Marlo Hseih @marlo.m.h @chadwickmodels
Manahou MacKay @manamackay @kultaustralia
Boni @strboi_ @chadwickmodels
Joshua Dowdle @joshua.dowdle @kultaustralia
Aliyah Hunter @bettinamanagement
Jordan Alcantara @bambinitalentgroup
As part of a year-long partnership between Dove and Refinery29 UK, we created In Full View, a video series about six people in conversation about their visible differences and how they impact their self-esteem.
Not only did the talent discuss their visible differences such as scars and skin conditions, but they came together and found common ground in the shared experiences that make us all feel human. Each video connected back to Dove’s No Digital Distortion initiative, showing women as they are in real life without any kind of manipulation.
You can also watch the videos in full here, originally created for Instagram.
Credits:
Editorial Direction: @catesevilla
Creative Direction: Me
Executive Producer: @kirstyfmac
Producer: @kylaleela
Director: @keziahquarcoo
Cinematographer: @ameliahazlerigg
Lighting: @edelgardner
Set Design: @sheenabrobbey
Hair: @rohmempire
Hair Assistant: Larisa Moldovan
MUA: @minnie_mua
MUA Assistant: Sarah Sordillo
Styling: @kashmirwickhamstylist
Styling Assistant: Paige Griffith
Set Design Assistant: Sarah Cotterell
Set Builder: Michael Price
Nail Artist: @kione.g.nails
Sound Recordist: @miazipporah
DIT: Martine Skogstad
Video Editor: @so__mii
Sound Designer: Guy Chase
Colourist: Benjamin Rozario
Casting Director: Natalie Gil
1st AC: Maiya Rose
Focus Puller: Eve Careno
2nd Loader: Molly Burcham
Spark: Sabrina Corda
Spark: Izzie Jones
Priceline Spring 2021 Cover Shoot
Credits:
Managing Editor: Cassidy Loane @cassidyloane
Art Director: Hannah Martin @hannah.lidbury
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Stylist: Claudia Jukic @claudiajukic
Photographer: Amelia Dowd @ameliajdowd @vivienscreative
HMU: Sarah Laidlaw @sarahlaidlaw
Talent:
Kukuwa Assan @kukuwaassan @bellamanagement
Luana Sedgwick @luana.sedgwick @bellamanagement
Shaun Gleeson @shaun._gl @silverfoxmgmt
SS21 JONES Another Earth shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Fashion Director: Rachel Wayman @rachelwayman
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Simon Upton @simonuptonpics
Talent: Emma Boyd @emmakateboyd @priscillasmodels
Make-up: Molly Warkentin @mollywarkentinmakeup @hm_division
Hair: Cameron Rains @cameron.rains @hm_division
Key Pieces Main Fashion for JONES SS21 #AsSeenInJones
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Jake Terrey @jaketerrey @theartistgroup
Talent: Abeny Nhial @abenynhial @priscillasmodels
Fashion Stylist: Dannielle Cartisano @danni_cartisano
Set Stylist: Nat Turnbull @natturnbull @artboxblack
Hair: Joel Forman @joelforman @lionartistmanagement.com
Make-up: Linda Jefferyes @lindajefferyesmakeup @theartistgroup
SS21 JONES Luxe Accessories shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Anna Pogossova @annapogossova @barepsau Stylist: Claudia Jukic @claudiajukic
Set Stylist: Roze Hooij @rozehooij
As part of David Jones’ newly launched digital platform ‘Mr Jones Style Series’, we engaged The Inspired Unemployed to join us in the moment , celebrating the new season with a sense of fun.
Read the full interview here.
Head of Content: Justine Cullen
Photographer: Georges Antoni
Creative Director: Stephanie Huxley
Creative Lead: Laura Agnew
Project Lead: Amelia Bowe
Art Director: Hannah Martin
Stylist: Dannielle Cartisano
Grooming: Keiren Street
Fashion Assistants: Teanne Vickers & Lucy Miller
Words: John Agnew
As part of David Jones’ newly launched digital platform ‘Mr Jones Style Series’, we asked Shayne Tino to join us in the moment, celebrating the new season designer pieces. We also worked closely with Shayne to create two videos which were his fashion edits for the AW21 season.
Read the full interview here.
Head of Content: Justine Cullen
Photographer: Chris Ferguson
Creative Director: Stephanie Huxley
Creative Lead: Laura Agnew
Project Lead: Amelia Bowe
Producer: Triona Singh
Art Director: Hannah Martin
Stylist: Dannielle Cartisano
Grooming: Rory Rice
Fashion Assistants: Jordan Boorman & Lucy Miller
Words: John Agnew
SS21 JONES Australian Designer shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Photographer: Jesse Lizotte @jesse_lizotte @barepsau Stylist: Dannielle Cartisano @danni_cartisano
Make-up: Victoria Baron @victoriabaron @mapltd
Hair: Alan White @alanwhitehair @mapltd
Talent:
Emily Baker @emilymaybaker @priscillasmodels
Charlene Yang @chic_management
To help drive awareness of David Jones’ in store skin services and treatments, we teamed up with beauty expert Eleanor Pendleton to create a choose your own (skin) adventure style video with the help of interactive video platform Eko.
The creative had to be carefully mapped out to ensure a seamless user experience as each individual navigated through the video answering questions about their skin along the way, leading to their recommended bespoke skin service at the end. With 8 potential options, there was a skin service to suit every skin type, concern and need.
The video lived across the David Jones website, paid digital and social. To the right, you’ll see an example of a cutdown.
Credits:
Editor-In-Chief: Justine Cullen
Creative Director: Stephanie Huxley
Creative & Production Leads: Cassidy Loane & Amelia Bowe
Production: Morgan Zhang & Amelia Bowe
Videographer & Editing: Jack Birtles
Sound: Dan Clarke
Makeup: Filomena Natoli
Hair: Kieren Street
As part of the Refinery29 & Dove global partnership we worked with 15 other publishers across four countries (the UK, Canada, Mexico and Brazil), over 12 months.
During that time we amassed over 63M impressions and more than 6.3M engagements (and counting!), creating over 247 original story assets through one central hub — an agile London-based team dedicated to every phase of the partnership - from briefing, creation, execution, measurement and reporting. I was the Creative Lead across the entire project, overseeing every piece of content published from conception to execution.
In the UK, we worked with Amaliah, Burnt Roti, Black Ballad and Oh Mag, as well as creating owned content for Refinery29 UK.
The pieces created by these amazing publishers had many different themes yet all circled back to self-esteem.
They delved into the impact literature has on our self-worth, to how connecting to nature affects our self-esteem, to the unconscious (and conscious) things our mums pass down to us, to unrealistic beauty standards, and so much more.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Amaliah:
Burnt Roti:
Black Ballad:
4 Black Women On Style & Identity
Read the full feature here.
Intergenerational Beauty
You can watch one of the videos here.
Oh Mag:
How Feminist YA Came Of Age
Read the feature in full here.
Refinery29 UK Credits:
Effy Okogba, Samantha Yu, Sohini Gogel, Devina Seth, Cate Sevilla, Catarina Barroso, Kirsty Macsween, Kyla Leigh, Tierney Cowap, Stacey Townley, Montse Tanús & Chemmie Squier.
SS21 JONES Style Reloaded Main Fashion #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Photographer: Darren McDonald @darren_mcdonald
Talent: Bridget Hollitt @bhollitt @kultaustralia
Stylist: Claudia Jukic @claudiajukic
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Hair: Darren Borthwick @darenborthwick @theartistgroup
Make-up: Stoj Bulic @stoj_makeupartist @theartistgroup
As part of the Refinery29 & Dove global partnership we worked with 15 other publishers across four countries (the UK, Canada, Mexico and Brazil), over 12 months.
During that time we amassed over 63M impressions and more than 6.3M engagements (and counting!), creating over 247 original story assets through one central hub — an agile London-based team dedicated to every phase of the partnership - from briefing, creation, execution, measurement and reporting. I was the Creative Lead across the entire project, overseeing every piece of content published from conception to execution.
In Mexico we worked with Meow Mag, Malvestida and Coolhunter MX, among others.
Across the market these publishers created stories about collectives of women (from motorcyclists clubs to skateboarding crews, to the people behind @pussypedia) and Latin Heroes doing good for their communities across a number of fields. They also reinterpreted the hairstyles of Mexican prehispánico goddesses, chatted with teen activists working in the environmental, deaf and girl scout communities, amplified voices from the trans and indigenous communities, pushed barriers when it comes to body hair, and explored many other people and topics.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Meow Mag:
Malvestida:
5 Indigenous Women Generating Representation Across The Creative Industries
Read the feature here.
The Future Is Now: 3 Young Mexican Activists
Read the feature here.
Representation Matters: 3 Trans Women On Building Their Self-Esteem
Read the feature here.
My Hair, My Revolution
Read the feature here.
Coolhunter MX:
Cultura Colectiva:
Voices With Other Voices
Watch Yoalli’s story.
Watch Socorro’s story.
Refinery29 UK Credits:
Effy Okogba, Samantha Yu, Sohini Gogel, Devina Seth, Cate Sevilla, Catarina Barroso, Kirsty Macsween, Kyla Leigh, Tierney Cowap, Stacey Townley, Montse Tanús & Chemmie Squier.
SS21 JONES Australian Designer shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury Photographer: Ivana Martyn-Zyznikow @ivanamartynzyznikow
Talent: Vi Lath @vaibhavilath @kultaustralia
Stylist: Dannielle Cartisano @danni_cartisano
Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Make-up: Teneille Sorgiovanni @teneillesorg
Hair: Anthony Nader @anthony_nader @dlm_au
As part of the Refinery29 & Dove global partnership we worked with 15 other publishers across four countries (the UK, Canada, Mexico and Brazil), over 12 months.
During that time we amassed over 63M impressions and more than 6.3M engagements (and counting!), creating over 247 original story assets through one central hub — an agile London-based team dedicated to every phase of the partnership - from briefing, creation, execution, measurement and reporting. I was the Creative Lead across the entire project, overseeing every piece of content published from conception to execution.
In Brazil, we worked with Obvious Agency, Influência Negra, Razões Para Acreditar, Quebrando o Tabu, Push & Steal The Look.
The pieces created by these amazing publishers had many different themes yet all circled back to self-esteem.
They delved into how bodies and hair is represented in the media, the impact of sport, entrepreneurship and community work on our self-worth, as well as trans and ethnic representation, among many other stories.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Obvious Agency:
Present Body, Resilient Body
View the stories here.
Hair Talks
Sporty & Powerful
Read the feature here.
Influência Negra:
Crossing Paths
Watch the documentary here.
Razões Para Acreditar & Quebrando o Tabu:
A range of stories about women shattering stereotypes and supporting a wide range of communities.
Push & Steal The Look:
Nothing Can Stop Us
Read the feature here.
Refinery29 UK Credits:
Effy Okogba, Samantha Yu, Sohini Gogel, Devina Seth, Cate Sevilla, Catarina Barroso, Kirsty Macsween, Kyla Leigh, Tierney Cowap, Stacey Townley, Montse Tanús & Chemmie Squier.
SS21 JONES Mindfully Made editorial #AsSeenInJONES
Read the full issue here.
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Photographer: Duncan Killick @duncan_killick
Stylist: Dannielle Cartisano @danni_cartisano
Make-up: Filomena Natoli @filomena_makeup @vivienscreative
Hair: Travis Balcke @travisbalcke @saundersandcoagency
Talent:
AJ Clementine @ajclementine_ @precisionmgmt
Macinley Butson @macinley_butson
Tara Chandra @tarachandra_
Taylah Gray @taylah_gray_
Varsha Yajman @varsha.yajman
For this issue of JONES Home, we celebrated the artists’ eye, interviewing Otis Hope Carey, Miranda Skoczek and Louise Olsen for the colour, shape and texture chapters in the book where they shared their expertise around how each element plays a key role in the home. Extended interviews and video content also ran online.
Read the full digital issue here.
Read Otis’ interview here.
Read Miranda’s interview here.
Read Louise’s interview here.
Editor-In-Chief: Justine Cullen
Photographer: Oly Begg
Creative Director: Stephanie Huxley
Creative Lead: Laura Agnew
Project Lead: Amelia Bowe
Art Director: Hannah Martin
Stylist: Claudia Jukic
Words: Elle McClure
Find the universal connection between four brands and seamlessly bring them together in one high impact visual feature.
Objective: Drive brand awareness and create product interest across four key Walgreen Boots Alliance-owned brands, Soap & Glory, YourGoodSkin, MASQD and CYO - each with individual brand goals.
Creative Solution: To seamlessly align each of the brands, we created a high impact shoppable feature (AKA a ‘Parallax’) where all of the brand worlds could be brought to life seamlessly in a conceptual way.
To inform our universal theme for the feature across the four brands, we looked at data around the impact the holiday season has on people and found 69% were more stressed due to a lack of time over Christmas.
So to help alleviate this stress, we created an aspirational and informative piece to help our audience save time on their beauty routines during the party season.
The format also allowed us to host an immersive shopping experience, so our audience could click straight through to the featured products.
View the feature here.
Credits:
Creative Leads: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Photography: Kate Anglestein
Set Design: Amy Friend
Design: Kelsey Freeman
Words: Daniela Morosini
MUA & Hair: Lucy Joan Pearson
Styling: Emma Bigger
Nails: Michelle Humphrey
A sustainable beauty-led story highlighting the joy of using eco-friendly biodegradable glitter.
Check out the full feature and read more about the importance of using biodegradable glitter over on tmrw magazine.
Beauty notes:
Disco Dust London
Gypsy Shrine
MUOBU
Credits:
Creative & Art Direction / Sheena Brobbey & Amelia Bowe
Directors / Sheena Brobbey & Dionne Loftus
Director’s Assistant / Octavio Rosado
Photography / Nadia Correia
MUA / Min Sandhu
Hair / Lauraine Bailey
Set Design / Charlotte Toon
Retouching / Jayd Burrell
Photography Asst / Gabriel Gayle
MUA Asst / Lizzie Checkley
Talent / Ayo B., Nifah & Janelle
Generating more visibility for women in sport.
Change The Channel began where all good ideas do – the pub.
Kelsey Freeman my Co-Founder and I were chatting about women in sport and the lack of airtime they get – only 4 – 10% of all sport coverage in Britain is women’s sport (Women in Sport and Nielsen Sport, 2018). Disgraceful. So we decided to do something about it.
We knew people wanted to watch the Women’s World Cup (8.7 million people in the UK are keen to watch women’s sport), yet venues just didn’t seem to be showing it.
With women’s football having such a huge and growing fan base, we knew it was the right time to encourage more places to show the WWC.
To help generate more visibility for women in sport, we created the Change The Channel initiative, urging pubs to screen the Women’s World Cup. We did more than change a few channels - we changed opinions about women in sport. As featured online at ELLE and Vice, and the BBC 6pm news.
Not only did we drum up press support but industry support too. Associate Chief Executive of the British Beer & Pub Association got behind us, as well as football publications & communities.
We also partnered with nightlife app DUSK to curate a bespoke edit on their app, highlighting all of the pubs and bars for progress where you could also get a free drink.
We were blown away by the response with hundreds of people and venues getting behind us.
We know this is just the start of having more role models and portrayals of healthy body image on our screens, as well as helping prevent girls and women from becoming disengaged with sport as they get older.
We created this initiative with the hope that it’s not needed in the future.
Watch this space…
Source: Women In Sport and Nielsen Sport, ‘Where Are All The Women?’, 2018
Have a read too:
Create an evocative brand world showcasing how nature can benefit mind, body & soul.
Objective: Create a brand video series which helps establish the Botanics’ visual identity, showcasing how nature can benefit mind, body and soul.
Creative Solution: Driven by the insight that their audience is seeking new ways to connect with nature, our approach used refreshing settings, told a powerful story, and brought the product to life through sensorial art direction.
Refreshing: to inspire the audiences’ greenery fix, we chose to shoot the videos in an accessible urban environment.
Meaningful: we created a purpose-driven character for each of the talent to help build the narrative, and to help the audience connect.
Sensory: the sensorial qualities of the products were brought to life through choreography as opposed to product application.
Each film can standalone, as well as work together to create a full length narrative in a variety of formats. Music was composed for the full length narrative to help bring each beat of the story to life.
Credits:
Creative Leads and Directors: myself and Sheena Brobbey
Associate Creative Director: Emily Fleuriot
Cinematographer: Nathalie Pitters
Art Department: Jennifer Kay
Styling: Chelsey Clarke
MUA: Polly Mercer
Hair: Maki Tanaka
To help cement David Jones as the authority in skincare, we created an informative and inspiring 360 content series with a focus on offering the best-in-the-business skincare advice.
We engaged experts, influencers and storytellers to bring the campaign to life across digital, social, eDM, VM and in-store.
This included a podcast takeover with Seize The Yay & Justine Cullen, a bespoke skincare finder on the Skinnovation hub and AM & PM Skincare Routine Conversations featuring Jocelyn Petroni, Morgan Mitchell, Justine Cullen, Lou Kenny, Eleanor Pendleton & Victoria Lee.
Credits:
Creative & Project Lead: Cassidy Loane
Creative: Amelia Bowe
Art Direction: Hannah Martin
Stylist: Jess Jacob
Photography: Pablo Martin
Animation: Bianca Benjamin
Pride & Beyond: 4 Bold, Bright & Beautiful Hair Transformations For Pride At Home
With Pride events being cancelled or taking on another form this year due to Covid-19, we teamed up with Schwarzkopf LIVE & got2b to celebrate at home instead. To do this, four queer members of our community coloured and styled their hair to colourfully celebrate their identity. All of their looks were captured with stills over Zoom for one of Refinery29’s first video call shoots. The talent also captured the step-by-step process for their Instagram Stories.
Each person opened up about what the queer community means to them, how their hair has helped them explore their queer identity and of course, how they’re celebrating this important time of year.
We shouted about got2b’s work with Just Like Us, an organisation that works to support the LGBTQIA+ youth community.
Check out the full feature here.
Credits:
Creative Direction: myself & Lydia Raghavan
Photography: Nadia Correia
Design: Meg O’Donnell
Written by: Marie Southard Ospina
Producer: Kyla Leigh
To inspire the Refinery29 audience to try a DIY bold colour change with the lockdown, we created a visually impactful feature showcasing the bright new looks of three people from our community, in partnership with Schwarzkopf LIVE.
Each of the talent tapped into the colour contrasting trend seen on Instagram to create looks for all skill levels (from total novice to DIY pro), and the results speak for themselves. Their self-styled and shot looks were then collaged into GIFs to sit alongside their unique hair stories.
Check out the feature here.
Credits:
Creative Direction: Amelia Bowe & Lydia Raghavan
Collages: Meric Canatan
Written By: Daniella Morosini
Swatches Shot By: Kristine Romano
Produced By: Kyla Leigh
In an effort to be more playful and experiment with a variety of mediums in 2020, here are a few collages I’ve created.
To create awareness around Avon’s new Adapt range specifically formulated to target some of the side effects of perimenopause and menopause, Refinery29 created a bespoke photoshoot reveal feature “How Perimenopause Changed My Life For The Better” and interviewed two women about the upsides to this life stage.
Credits:
Creative Direction: Lydia Raghavan
Photography: Heather Favell
Words: Suzanne Baum
Creative Assistance: Amelia Bowe & Serena Brown
Makeup Artist: Vassilis Theotokis
Hair: Tomi Roppongi
Stylist: Francesca Penna
Prop & Set Design: Sheena Brobbey
As part of the Refinery29 & Dove global partnership we worked with 15 other publishers across four countries (the UK, Canada, Mexico and Brazil), over 12 months.
During that time we amassed over 63M impressions and more than 6.3M engagements (and counting!), creating over 247 original story assets through one central hub — an agile London-based team dedicated to every phase of the partnership - from briefing, creation, execution, measurement and reporting. I was the Creative Lead across the entire project, overseeing every piece of content published from conception to execution.
In Canada we worked with Refinery29 CA, Cold Tea Collective and Best Of This Life.
These publishers created stories which explored what it’s like going through a second puberty while transitioning, representation in sustainability, living with chronic pain, relationships between mothers and daughters, and how these can all impact self-esteem.
It would be impossible to include all of the stories here, so these are a few of my favourites.
Refinery29 CA:
Beauty, Confidence And Growing Up In A Biracial Or Multiracial Family
Read the feature here.
Round Two: What It’s Like Going Through A Second Puberty
Read the feature here.
Millennial Moms Share Advice To Their Younger Selves
Read the feature here.
Conscious Beauty
Cold Tea Collective:
Inclusion In Sustainable Beauty
Read the feature here.
Conversations With Our Mothers On Beauty, Body Confidence And Self-Esteem
Read the feature here.
Reflections On Raising My Filipina Baby Girl
Read the feature here.
Best Of This Life:
Finding Joy And Confidence While Living With Chronic Pain
Read the feature here.
Refinery29 UK Credits:
Effy Okogba, Samantha Yu, Sohini Gogel, Devina Seth, Cate Sevilla, Catarina Barroso, Kirsty Macsween, Kyla Leigh, Tierney Cowap, Stacey Townley, Montse Tanús & Chemmie Squier.
To help the Refinery29 audience clean out their beauty closets and refine their regimes, we created a must-have skincare list to showcase the range of vegan and natural beauty products available at Debenhams.
We used bespoke collages hero the key ingredients, calling out how the products could be used together to create a skincare regime.
Check out the feature here.
Credits:
Creative: Chemmie Squier
Creative Assistant: Me
Written By: Daniela Morosini
Collages By: Natalia Bagniewska
Love it or hate it, the circus has captivated global audiences for decades. For photographer Nadia Correia who grew up in Lisbon, Portugal in the ‘80s, the circus was an exciting place that she could escape to as a young girl.
It’s these childhood memories that compelled her to explore the beauty of transformation through a modern make up story.
We are escaping to a world of inclusion, where being different is simply the norm.
Introducing ‘Outliers’ a celebration of the cast of characters we find under the big top, bringing to life the personalities from Nadia’s past and exploring their uniqueness in a new light.
Photography: Nadia Correia
Art Direction: Amelia Bowe & Sheena Brobbey
Beauty: Ruby Yu
Hair: Porco Yosuke
Styling: Palesa Dlamini
Photographer’s Assistant & Retoucher: Gabriel Gayle
Model: Brodie Halford @First Model Management
Model: Cara Ekwueme @PRM Agency
Model: Sophia Katyea
Explore new visually engaging ways for the brand to feature product alongside ingredients in assets.
Objective: Elevate YourGoodSkin’s existing “flat lay” visual identity with the launch of the new Sleep Paste product. Communicate the hero key ingredients and brand colours.
Creative Solution: Eye-catching, ingredient-focused GIFs and stills where the brand colours are brought to life with clever reflections.
Credits:
Creative Leads: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Art Direction: Kelsey Freeman
Photography: Kate Anglestein
Set Design: Elena Horn
Share the small pick-me-up moments occurring daily in different lives, highlighting the big difference they actually make to launch the new Boosters range.
Objective: Launch the new Boosters product and bring the product promise to life.
Creative Solution: Driven by the insight that women feel underrepresented in the media industry, we wanted to reflect the day-to-day of YourGoodSkin’s audience back to them.
We chose to put the spotlight on women who give other women an everyday boost (because it’s the small pick-me-ups that can make a big difference), with a narrative-driven video series.
To bring this to life, we invited three women to each ask a woman who boosts their life to come to our studio. They celebrated the small moments they share and had the opportunity to thank each other for their boosts.
This act in itself was a boost, helping to bring the product promise to life.
Our main priority for this series was to create a safe space for these women to express themselves openly and honestly which proved to be a success. We wanted to create a special experience for these women and their loved ones and that kind of authenticity went much further.
We created a mixture of assets including a mash-up video featuring all of the talent, as well as videos of the individual pairs in a variety of formats.
Credits:
Creative Leads: myself and Sheena Brobbey
Associate Creative Director: Emily Fleuriot
Director: Emma Miranda Moore
Set Design: Bryony Edwards
Styling: Amy Albertine Andrew
MUA: Jose Bass
Hair: Elvie Roux
Objective: Drive awareness of skincare brand Botanics amongst the Refinery29 social audiences, bringing to life their brand value: ‘we believe in the power of plants to improve your world’.
Creative Solution: To inform how we brought the Botanics brand values to life visually, we looked to trending cultural themes amongst the R29 and Botanics audiences.
We found celebrating intuition, connection and being in tune with yourself and nature was a trending cultural theme that resonated with both audiences.
So to help capture this we commissioned illustrator Bodil Jane to depict women engaging in self-care whilst connecting to nature in recognisable urban settings.
We asked Bodil to subtly incorporate brand symbols (the three droplets and the circle as per the Duo Oil campaign), as well as key ingredients found in Botanics products.
These vibrant illustrations went live alongside a lighthearted, relatable and witty Instagram Story Quiz written by Stevie Martin, which encouraged the R29 audience to discover their ‘plant personality’.
The quiz gave the R29 and Botanics audiences something to share in their own feeds as valuable social currency, helping to drive further brand awareness.
Credits:
Creative Lead: Amelia Bowe
Illustration: Bodil Jane
Together with Schwarzkopf LIVE and got2b, we created a feature around how hair shapes identity. We spoke to 5 people about their hair journeys and brought their stories to life visually with nostalgic photos of their hair over the years.
Check it out here.
Credits:
Written by Marie Southard Ospina
Designed by Montse Tanus
Creative Direction by Lydia Raghavan & Amelia Bowe
Together with Schwarzkopf LIVE we created a feature around the quiet phenomenon of ‘autocolouring’, showcasing the reasons women choose to colour their hair at home.
Check it out here.
Credits:
Written by Viola Levy
Designed by Montse Tanus
Creative Direction by Lydia Raghavan
Creative Assistance by Amelia Bowe
Highlight the transformative & nostalgic power of fragrance and memory recall to engage audiences in a new tropical-scented range.
Objective: Showcase the newly launched Call of Fruity range and bring to life the sensorial qualities of the products.
Creative Solution: A photo feature which highlighted the power of fragrance and the memory recall power of smell.
With tropical scents running through the range, we played on the nostalgia of bringing summer back to life with the help of the product range. This creative hook helped carry the compelling ingredient messages which we heroed with illustrations within each GIF.
To bring this to life, we interviewed fragrance expert and famous ‘nose’ Roja Dove to help explain how scents can make us feel inside and out.
Credits:
Creative Leads: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Photography: David Parfitt
Illustrations: Abbey Lossing
Words: Elizabeth Bennett
Showcasing the rich pigments of OPI polish in a mesmerising way.
Creative Lead/Art Direction: myself
Photography: Sevak Babakhani
A year long content partnership with Australian style icons to drive relevance and buzz around classic shades, including the creation of a bespoke pack.
Challenge: Make OPI’s hero shades relevant all year round while also generating hype around new releases.
Creative Solution: A year long content partnership with Australian Style Icons Tash Sefton and Elle Ferguson of ‘They All Hate Us’ to support hero shades and collection launches in an accessible yet aspirational way.
To inspire the audience and drive deep engagement, the pair created seasonal fashion blogs centring around pairing polishes to different outfits.
To celebrate the partnership and drive excitement about classic shades, we launched a bespoke pack, including the recommendation to have an ‘add polish to cart’ function on their e-commerce when people were purchasing garments.
Credits: Ideation, Creative Direction and assisted with Partnership Management. I also assisted with activating across social channels alongside Emma Smithson and Emily Waight.
Bespoke Pack design: Tianna Dimare
Relaunch a Parisian makeup brand into the Australian market with a campaign around discovering the brand that’s well-known to makeup artists & editors, yet relatively unknown Down Under, positioning it as ‘Paris’ Best Kept Secret’.
Challenge: Relaunch a Parisian makeup brand into the Australian market. The brand was well-known and respected amongst beauty editors, makeup artists and industry experts yet lacked awareness amongst consumers.
Creative Solution: Drive awareness and make Bourjois “discoverable” by creating a campaign around it being “Paris’ best kept secret”.
Activated on Bastille Day across Digital, Social, PR Stunt & an Event.
Credits: I assisted Liz Steel and the wider team with ideation, art direction and activation across social alongside Maryam Esfahani.
Director: Gemma Lee
Featured in AdNews
Broaden QUT students’ career opportunities and promote sustainable fashion practices with an industry panel career series and fashion swap.
Challenge: Connect university students with industry contacts to inspire and broaden their career opportunities and promote sustainable practices alongside our partner, ethical- and sustainable-focused magazine, Peppermint.
Creative Solution: A year long panel series, inviting experts from across the fashion, marketing and creative industries to come and share their experience with students.
Alongside this activity, we hosted a free fashion swap event, inviting students to bring along unwanted garments to help them build a new wardrobe for themselves.
To highlight the second hand pieces up for grabs, we engaged local new faces to walk the runway in the garments.
Credits: Ideation with my Curation Partner Hannah Olsen, event organisation and management.
Inspire, educate and instil confidence in hair shade selection and application by creating fresh content across digital, social and POS.
Here are a few examples of the assets we created.
Objective: End-to-end relaunch of Clairol after the COTY acquisition, from content strategy to developing a visual identity and ToV, and content creation.
Inspire, educate and instil confidence in hair shade selection and application.
Creative Solution: Informed by audience insights and data that the hair colour aisle in supermarkets was intimidating, we needed to alleviate fears at every step of the consumer journey including at the shelf, so we refreshed their approach to digital, social and POS content.
We created a variety of content across different platforms, leveraging formats and channels that were informative and inspirational such as YouTube and Pinterest, with experts and Clairol users.
Credits: Assisting Liz Steel with ideation and creative direction. Creative direction across social, developed content strategy, visual identity and ToV.
Videographer: Mitch Payne
Create an emotionally-driven online video series to promote the extended foundation shade range.
Objective: Promote the extended range of Lasting Finish Breathable Foundation (comprised of 16 shades) and help the audience find their shade and convert them online (the new shades were only available online).
Creative Solution: Create an emotionally-driven online video story content series featuring a cast of 16 diverse local influencers and street talent.
Alongside these stories, we created an online shade finder using the Instagram Story and Facebook Carousel formats.
Credits:
Assisted Liz Steel with Creative Direction, Styling, BTS Photography and Social Activation.
Videography: Mitch Payne
A series of comedy shorts bringing the ‘Don’t Sweat It’ product promise to life in an unexpected way.
Here are a few examples of the assets we created.
Objective: Create an unconventional, lighthearted foundation campaign to entertain their audience for the launch of Soap & Glory’s new Kick Ass Foundation and bring to life the ‘Don’t Sweat It’ product promise.
Creative Solution: We teamed up with comedian Stevie Martin to create a social-first campaign which centred around the ‘don’t sweat it’ moments in life.
These relatable and self-deprecating comedy shorts resonated with the Soap & Glory audience and brought the product promise to life in an unexpected way.
*The client added their own graphics.
Credits:
Creative Lead: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Script: Stevie Martin
Videography: Ed Andrews
MUA & Hair: Scarlett Burton
Styling: Amy Albertine Andrew
Let data write the script and create a series of how-to videos based on search insights.
Objective: Work alongside renowned Makeup Artist and Max Factor Ambassador, Liz Kelsh, to relaunch Max Factor after the COTY acquisition with content that resonates with their consumer.
Creative Solution: Let data write the script and create a series of how-to videos based on search insights.
Credits: End-to-end creative
Videography by Mitch Payne
Create an educational series showcasing how the Brow This Way product works on a variety of influencers’ brows to drive awareness of the launch.
Here are a few examples of the assets we created.
Objective: Launch Brow This Way into the Australian Market. Educate our audience on how to use the product.
Creative Solution: Engage three influencers with different brow shapes and types to create a how-to video and still content series.
Credits:
Assisted Liz Steel with ideation, creative direction, casting, photography and paid activation across social media.
Videography: Mitch Payne
We created a co-branded shoppable gallery for CYO to help the R29 audience reduce the complexity of their beauty routine during the festive season.
The gallery centred around tips and tricks given the R29 audience has a ‘hack’ mentality.
We also played to the multi-purpose benefits of products, knowing 74% of female consumers agree multi-benefit devices will become more popular in the future.
Read it here.
Credits:
Designer: Kelsey Freeman
Words: Elizabeth Bennett
Creative: Amelia Bowe
We created a co-branded shoppable gallery to introduce the new Soap & Glory ‘star gift’ to the R29 audience during the Christmas period.
With 24% of Gen Z and 27% of millenials self-gifting around the season, we positioned the gift sets as must-haves for themselves, friends and family, highlighting the quality and value for money.
Read it here.
Credits:
Designer: Olivia Santer
Words: Elizabeth Bennett
Creative: Amelia Bowe
Here are a few examples of the assets we created.
Inspiring audiences to trial products by highlighting the payoff alongside helpful tips & tricks.
Featured across social media.
Credits:
Creative Lead/Art Direction: myself
Photography: Sevak Babakhani
Here are a few examples of the assets we created.
Develop and evolve OPI’s content strategy, visual identity & ToV to ensure it was always a leading colour brand and ahead of the curve over 2+ years, including developing relationships with influencers.
Credits:
Creative Leads/Art Direction: myself and Maryam Esfahani
Photography: Sevak Babakhani, Maryam Esfahani and myself
Create a fresh visual identity for the brand’s new creative platform.
Objective: Bring to life Bourjois’ new ‘Let’s Play Beauty’ platform across social.
Creative Solution: Develop a visual identity for each new product launch and existing SKUs which bring to life the theme.
To do this, we integrated eye-catching colours and props associated with play across stills and video. The video format lent itself particularly well to playfulness.
Credits: Content strategy and creative direction with Creative Partner Emma Smithson.
Photography: Sevak Babakhani and Chris Jansen
Here are a few examples of the assets we created.
Develop and evolve Sally Hansen’s content strategy, visual identity & ToV to ensure it was always a leading educational beauty brand over 2+ years, including developing relationships with influencers.
Creative: myself and Creative Partner Maryam Esfahani
Photography: Sevak Babakhani
Here are a few examples of the assets we created.
Objective: As part of overseeing creative and strategy for Rimmel’s social channels, I was tasked with developing ToV and a new visual identity for Rimmel’s product shots which elevated the brand.
Creative Solution: Bring everything back to basics and use minimal set design with premium finishes and interesting lighting across all product shots.
Credits:
Creative Direction, Photography and Retouching: myself, Sevak Bebakhani and Maryam Esfahani
Here are a few examples of the assets we created.
Develop and evolve philosophy’s content strategy, visual identity & ToV over 2+ years, including developing relationships with influencers.
Credits:
Creative Direction: myself and Emma Smithson
Photography: myself, Emma Smithson and Sevak Bebakhani
We know women are time poor and are therefore looking for easy self-care wins and fuss-free skincare.
To help showcase the ease of YourGoodSkin’s 3-minute skincare regime, we created a shoppable gallery around lifestyle time-saving tips and tricks to help the R29 audience win back some time.
Read it here.
Credits:
Designer: Kelsey Freeman
Words: Daniela Morosini
Creative: Amelia Bowe
We cast women from the YourGoodSkin community to capture how they fit their easy 3-minute skincare regimes into their busy lifestyles, in turn placing the product in the context of the audiences’ world.
Objective: Drive awareness of the YourGoodSkin regime.
Creative Solution: White label brand videos where we interviewed women about their busy lifestyles and how they fit their three-minute skincare regime into their everyday.
The narrative-driven approach lent itself well to also highlighting the practical application of each product.
This is one example of the assets we created.
Credits:
Co-Director with Ally Green
Cinematographer: Arthur Loveday
A video series based around simple evening routine tweaks to help set yourself up for purposeful sleep and waking up happier, showing the product in the context of the audiences’ world.
Objective: Launch the new Sleep Paste product, showcasing how the product works and fits in with a daily routine.
Creative Solution: Based on the insight that the 40+ YourGoodSkin audience feels under-represented, for all of YourGoodSkin’s projects we needed to ensure diversity of age, skin type and experiences, celebrating the details and moments of everyday lives.
Knowing sleep is key when it comes to healthy skin and rising to life’s challenges, we created a video series based around simple evening routine tweaks which make a big difference come morning.
We highlighted how the product worked, how it fit into the talents’ lives and how it set them up for purposeful sleep and waking up happier, helping the audience see how the product would work in the context of their own lives..
Credits:
Creative Lead/Director: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Cinematographer: Arthur Loveday
MUA & Hair: Scarlett Burton
Styling: Amy Albertine Andrew
Prop Stylist: Gemma Therese Pearce
An engaging, lighthearted Instagram Story video series helping the audience choose Christmas gifts for family and friends.
Here are a few examples of the assets we created.
Objective: Launch the new Soap & Glory Christmas gift sets in an engaging, lighthearted way, knowing that gifting is a source of anxiety for their audience.
Creative Solution: Create an Instagram Story video series which helps the audience to easily choose gifts for friends and family based on key audience personality types and the names of each gift set.
Over 3-4 frames, we were able to showcase what was included in each gift set and integrate the personality type with relevant props.
Credits:
Creative Lead: myself with Kelsey Freeman
Associate Creative Director: Emily Fleuriot
Art Direction: Kelsey Freeman
Designer: Kelsey Freeman
Videography: Casey Joy
Create helpful and entertaining how-to videos to drive trial of cult favourite products knowing women are more likely to purchase a cosmetic if they understand how to apply it.
Here are a few examples of the assets we created.
Objective: Drive trial of Soap & Glory products in a helpful and entertaining way.
Creative Solution: Based on the insight that women are 67% more likely to purchase a product if they understand how to apply it, we created playful and dynamic social-first tutorials.
With the “desk to dancefloor” evergreen theme, each tutorial heroed products with cult status and demonstrated how the audience could evolve their daytime look for a night out with just a couple of tweaks.
Credits:
Creative Lead: myself and Kelsey Freeman
Associate Creative Director: Emily Fleuriot
DOP: Ben Marshall
MUA: Scarlett Burton
Styling: Amy Albertine Andrew
To help create awareness around the versatility of Schwarzkopf LIVE and got2b products, we created social-first assets around the Hairoscopes You’ll Need This Month.
We tapped into Refinery29’s popular horoscope illustration format which resonates with our audience to shine a spotlight on the hair possibilities with these brands.
Creative Lead: Lydia Raghavan
Creative Direction: Amelia Bowe
Illustration: Natalia Bagniewska
SS21 JONES Accessories shoot #AsSeenInJONES
Read the full issue here.
Credits:
Editor-in-Chief: Justine Cullen @justine_cullen
Art Director: Hannah Martin @hannah.lidbury
Photographer: Oliver Begg @oliver.begg @saundersandcoagency
Talent: Josafina Paddison @josafina.p @fivetwentymgt Stylist: Claudia Jukic @claudiajukic Production: Amelia Bowe @amelia_bowe & Morgan Zhang @morganelisezhang
Make-up: Claire Thompson @clairethomsonmakeup @saundersandcoagency
Hair: Taylor Redman @taylorjameshair @saundersandcoagency
