RECENT WORK

Spring 24

Opportunity:

To reposition Holt's beauty

The Campaign Ask

To be considered as an inspiring beauty expert with emotional and cultural storytelling, illustrating our brand mission and leveraging our established cultural relevance as part of a head-to-toe fashion moment.

The Research and Market Analysis

VALENTINO BEAUTY

visible studio environment, no forced smiles, immersive camera work, engagement with camera, fashion but playful

VOGUE UK

energetic pace, curious camera, not overly polished or try hard, inviting into process, pulling the curtain, makes you feel like collaborator, short and sweet

Hours of beauty content,
what I loved and why each stood out in the noise

CHANEL BEAUTY

energetic yet soothing, more art film than ad, warm & inviting, sound design

The Pitch

Repositioning of Brand Consideration and Perception

We're not just featuring Holt Renfrew – we're throwing in some Holts charm too!

Our customers love calling us Holts, and we're rolling with it throughout the spot. Get set for a playful graphic takeover that's all Holts, all the way!

The Creative Strategy

This campaign is strategically crafted to avoid a tutorial or conventional beauty feel, sidestepping highly polished product shots while preserving a distinct aesthetic and creative essence.

#notsponsored (perception)

The primary objective is to leave viewers inspired.

Crafting these looks involve a considerable amount of love and hard work, always keeping the viewer in mind. The ultimate outcome aims to inspire and promote self-expression.

When influencers interact with the product, our preference is for it to be out of focus, placing exclusive emphasis on highlighting the people over product, contextualized by sound design.

Brand Recognition

To establish an immediate connection between Holts (the abbreviated form of endearment) and makeup within the first few seconds of our paid media campaign, we aim to create a distinctive logo using an assortment of beauty products.

We prefer a suspended logo, filmed facing the camera at eye level orientation. Our array of colourful beauty products will set the tone as we open the SPRING campaign video.

The Aesthetic

It's a harmonious blend of sophistication and grit, where every makeup detail shines against the understated yet visually compelling environment.

Ladders add an industrial edge, while fans create a cinematic breeze.

Engage the muted set with a language of subtlety and quiet power. It's a dialogue not of volume but of intention.

Sounding like… ASMR

The unexpected becomes the norm. In our video this season, we're ditching the conventional song routine and diving headfirst into the symphony of the set.

A quirky ping amidst a serious scene – it's a delightful collision of the real and the whimsical.

As the heartbeat of it all, an energetic background beat drives the narrative forward. It's not just a soundtrack; it's a pulse, seamlessly tying together the authenticity of on-set sounds with playful surprises.

The Campaign

For Holt Renfrew’s first ever Beauty Campaign, our mission was crystal clear: to transform the perception of Holt Renfrew as the ultimate destination for all things beauty.

In collaboration with Film Director, Kevin Calero, I crafted a storyboard, creative vision and directive for the Spring seasonal launch, bringing 5 influencers together for a campaign with the primary objective to leave viewers inspired.

Our strategy was to avoid a tutorial or conventional beauty feel, sidestepping highly polished product shots while preserving a distinct aesthetic and creative essence.

A visual representation of what beauty means, a vibrant celebration of colour, creativity and individuality.