Creative Direction for Billie — launching the brand's best-selling razor, DreamPop.

First tasked with selecting a colorway for the razor itself, a combination was made that pulled directly from the brand identity — creating an instantly recognisable color palette but one that also inherently referenced a 90's aesthetic.

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From there, the campaign creative pulled from the poses, colors, props and wardrobe of iconic 90's advertising — decade rich in cultural relevance for our customer.

BTS From Left:

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Novelty soaps props pull; our model Janelle Mayo on set; plastic fantastic — materials reminiscent of our campaign inspiration and product composition; inflatable furniture on set.

The theme of the campaign 'Bringing back the fun' brought together four 'bffs', each fitted out in one of the four razor colors, as a nostalgic thrownback to the classic 'getting ready' routines of the decade.

The campaign was shot by Jacqueline Harriet with still-life photography by Lauren Coleman.

Still life composition reference Walter Wick's iconic I Spy books provided a new way to elevate product photography with props distinctly referencing product inspiration.

Illustration

As part of the campaign, we created a set of 90's-inspired stickers for use across digital campaign applications and as a GIF set for Instagram Stories.

Out of Home

The campaign was featured as an OOH signage domination at Bedford Ave subway station in Brooklyn, New York, for the month of Dec. 2018.

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