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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.
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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.
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Technicolor tubes of 90s lip-snacking nostalgia, shot by Yana Sheptovetskaya.
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01/05
“Good enough to eat” ingredients:
Fig, Rhubarb, Sorbet and Mint
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02/05
“Good enough to eat” ingredients:
Fig, Rhubarb, Sorbet and Mint
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03/05
“Good enough to eat” ingredients:
Fig, Rhubarb, Sorbet and Mint
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04/05
“Good enough to eat” ingredients:
Fig, Rhubarb, Sorbet and Mint
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05/05
“Good enough to eat” ingredients:
Fig, Rhubarb, Sorbet and Mint
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.
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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.
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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.
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An artful series of images was created to further elevate Billie’s all-clean ingredients, shot by Sergiy Barchuk.
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