OLIVER NOWLAN
Creative Direction & Design
AVON: BEAUTY YOUR WAY
GEN Z TARGETED BRAND FILMS
After the success of the first year of our creative platform Beauty Your Way, Avon returned with a new brief using the platform to engage an even younger audience. They also wanted to spread the net wider from a UK centric campaign to a more global audience.
Avon always want to use their reps in their campaigns but to find the right rep we had to create the story first of what we wanted to tell. We developed a series of narratives which we used as our guide for casting for the reps we wanted. After a casting call that spanned the globe we whittled down to two with interesting stories that aligned with what we had first written.
Our main film focused on one rep while we also produced two shorter cutdown edits using both reps for the global markets to use how they wanted.
TARGETED CUTDOWNS
Using our existing films we created targeted messaging for different markets to use so that they could tailor their marketing to their local audience.
ART DIRECTION & STILLS
We developed a fresh visual language using animated emoji's and collage, alongside a more colloquialTOV, that gave the films and visuals a more authentic feel for the audience.
While shooting our films we commissioned a photographer to capture a suite of stills assets that could be used by Avon across their social channels and drive recruitment.
