Campaign Creative Direction for Billie's first colorblock razor, DreamPop.
First tasked with selecting a colorway for the razor itself, a combination was made that 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 — a decade rich in cultural relevance for our customer.
The campaign theme 'Bringing back the fun' brought together four 'bffs', each fitted out 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.
See more at MYBILLIE.COM
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.
As a tribute to the decade that inspired the campaign, I created a collage for Instagram that celebrated 90's nostalgia at its best.
The post has the brand's highest performing engagement to date.
Credits:
Role — Creative Director
Art Director — Katie Minchak
Photography — Jacqueline Harriet and Lauren Coleman