The Brief
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.
- Art/Creative Direction
- Campaign
- Illustration
Creative Direction for Billie — launching the brand's best-selling razor, DreamPop.
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Campaign
From there, the campaign creative pulled from the poses, colors, set design and wardrobe of iconic 90's advertising — a decade rich in cultural relevance for our customer.
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.
Art Direction
Still life compositions reference Walter Wick's iconic I Spy books — a new way to elevate product with a set that 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.
Creative Director: Noemie Le Coz, Little Troop Photography Jacqueline Harriet and Lauren Coleman
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