Campaign Creative Direction for Billie's first colorblock razor, DreamPop.
The first task was to design the razor itself, which ultimately pulled directly from the brand colors — creating an instantly recognisable color palette but one that also inherently referenced a 90's aesthetic. From there, the campaign creative pulled from the poses, colors, props and wardrobe of iconic 90's advertising.
The campaign theme 'Bringing back the fun' bought together four 'bffs' — each dressed in one of the four razor colors — as a nostalgic throwback to the classic 'getting ready' routines of the decade. Still life compositions referencing Walter Wick's iconic ISpy books provided a new way to elevate product photography with props distinctly referencing the product inspiration.
The campaign was featured as an OOH signage domination at Bedford Ave Subway Station in Brooklyn, New York, for the month of December 2018.
Shot with photographers Jacqueline Harriet and Lauren Coleman.
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As part of the campaign, I also designed a set of 90's-inspired stickers for use across digital campaign applications and as a GIF set for Instagram Stories.
Role — Creative Director
Art Director — Katie Minchak
Photography — Jacqueline Harriet and Lauren Coleman