Following up on the visual identity we created for the company, All Yours – an honest natural cosmetics brand – asked us to devise a campaign that would help communicate their launch and the opening of their first physical store in Barcelona. This first campaign had to cement their values and generate resources for their visual communication, all with the goal of achieving greater visibility and connecting with their audience on numerous media.
Taking the brand’s ethos and values as a starting point, we art directed a photographic campaign that would strengthen the notions of natural and inclusive beauty to get across a message that’s key to their positioning. With a paritary approach to both the feminine and masculine profiles, the campaign set out to portray their respective beauty routines by creating a calm and soothing atmosphere: a moment of intimacy, comfortable and natural, to connect with oneself and pamper the body.
With the purpose of celebrating each body’s natural quirks, the photographic exercise placed special emphasis on portraying the skin in its natural state. We recommended the creation of a series of close-up shots of graphic quality, where curves, silhouettes, shadows and body parts would come together in an unaffected display of contrast and texture. In terms of graphic design, we reasserted the decisions made in the creation of the brand’s identity and used type in a light and discreet way, highlighting the idea of calmness without sacrificing the chance to effect powerful and direct communication.
The result is a descriptive, real and direct campaign that successfully employs a commited tone of voice to get the brand’s values across, without ever betraying its pledge against overselling.