Communicating ‘That Washday Feeling’. This campaign was created to support the launch of Imbue products in Target stores across the USA. The focus was to showcase the celebration, joy and ease Imbue products can create for a task that’s widely considered arduous within the curly-hair community, while expressing inclusivity and accessibility to all.

A extensive range of assets were required for this campaign, to use across all global markets as well as supporting the USA launch. The outcome of the campaign was to have a library of ready-to-use assets for brand consistency and to strengthen global identity.

The creative concept behind the campaign focused heavily on communicating a sense of caring energy, liberation and togetherness. Benchmarking the brand on leading American beauty brands, we created a concept that highlighted feelings of self-love and liberation by focusing on texture, expressions and body language, paired with a stripped back graphic approach to communicate simplicity, ease and a sense of elevation.

Attending a dual location shoot in Los Angeles, USA and working collaboratively with LA based collective We Them Us, I assisted in the creative direction and visual execution of the creative outputs intended for global marketing across web and print.

USA Agency: WeThemUs
USA Photography: Jason Kent
UK Photography: Danny Bird, Tapestry Studio
Campaign Creative: Ben Higgins, Leilani Darling
PR & Marketing: Amy Miles
NPD: Toni Paine, Charlotte Sinoir, Rebecca Harris, Dominic Cheung