• Art/Creative Direction
  • Digital Design
  • Illustration
  • Packaging
  • Campaign
  • Animation
  • Video

We helped launch Billie into the clean beauty space — with a brand new website and campaign, “better beauty basics”.

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In 2020, Billie expanded their product range to move out from the shower and into clean beauty. Working closely with the internal marketing team at Billie, Little Troop consulted on everything from packaging to naming, led the creative direction of the campaign launch and re-designed the entire .com from head to toe. Launching a dry shampoo, lip balm, and face wipes — the campaign needed to propel the existing brand into the beauty space, with a sharp focus on clean ingredients.

Beginning with product, the packaging direction ‘Ettore Sottsass meets Dieter Rams’, or ‘fun meets function’ informed every piece made, as an exercise in timeless restraint, with pops of Billie’s colorful energy.

Photographers Carlijn Jacobs and Sergiy Barchuk were commissioned to shoot lifestyle and product respectively — both selected for their graphic treatment and slightly throw-back lens. Paired together, the imagery balances Billie’s effortless, playful energy with a restrained confidence that elevates the brand into the beauty space. Prop stylist Alicia Sciberras was commissioned to help craft every detail of the product in-camera.

The Billie color palette flexes in packaging to bring in pops of both fun and function — elevating balm flavors from Fig to Sorbet and signifying product delineation between Light and Dark hair.

Casting was selected for a diverse range of skin, hair and body types — echoing Billie’s long-standing efforts to push the boundaries of women-identifying representation. Video demonstrations were brought to life with playful energy, sharp movements and graphic compositions — with DP Kevin Hayden, music by Raven Artson and editing by Little Troop.

As a playful way to “blow up” each product’s “clean” hero, a series of oversized ingredients was concepted to support its ‘good enough to eat’ product messaging. Clockwise from left: Rice Grain, Avocado Oil, Aloe, Vitamin C, Grapeseed Oil and Rose. Styling: Imruh Asha

A teaser series “Get Ready to Clean Up your Bathroom” was dropped prior to campaign launch, depicting a series of actions playfully alluding to the clean products about to come.

An artful series of images was created to further elevate Billie’s all-clean ingredients, shot by Sergiy Barchuk.


Our task was to re-imagine the Billie website to allow for the new and larger product range, ensuring we didn't lose the essence of what made the existing site perform so well — the magic. The concept was simple yet unconventional for e-comm, allowing users to build up their very own Billie shelf — with floating products inviting users to tap and watch them land (added!).

We added unexpected video moments (inspired by Facetime!) and custom iconography throughout the journey as a playful integration of product demonstration and benefit.

Little Troop designed a custom ‘cash-back’ experience to coincide with the new product launch — “gamifying” the experience to uncover how competitor’s products match-up — with a 90s-inspired digital interface that turns the user into a detective.

Photography Carlijn Jacobs, Sergiy Barchuk Styling Imruh Asha Set Design Alicia Sciberras Production Deb Rosen

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