W7 Cosmetics - Direct from the UK
W7 is a low priced cosmetics brand from the UK and for their brand re-launch in Australia, we envisioned creating the world of W7, where a girl's make-up dreams can come true — Direct from the UK.
For this commercial we wanted to draw on youthful pastel colours to target a younger audience. The concept needed to be not only aesthetically relevant and contemporary but also pretty and girly. As a cosmetics brand it was important that every part of what we created looked beautiful - from the set, to the talent to the products themselves. In keeping with the Direct from the UK message, a certain London cool also needed to be run strongly through our production
Meticulous detail was used in illustrating every scene of the storyboard. DOB was also involved in the styling and creative direction, working closely with CKOL, our partners in production, cinematography, styling and hair and make-up. We were able to secure Miu Miu campaign girl Maddison Brown as our talent. The epitome of pretty and cool, the girl-of-the-moment Australian actress, who has just walked the catwalk for Louis Vuitton, ticked every box for us as the face of the brand.
Inspiration was drawn from the works of Felice Varini, with Union Jack to be revealed as the camera panned around for the final shot. This dynamic shot tied together the colours that would slowly paint the set as she applied makeup to herself.
We wanted to create a surreal world where the girl in our story would be transported. The set represented the place where her imagination came to life, illustrating the place that girls go as they are putting on their makeup and getting ready to go out. That imaginary and beautiful world where they are creating in the mirror the person that they want to be for that day, that night, that moment in time. The space where they are happy and confident and feel the very best they can be.
The set design was a major part of the campaign with hours of work spent by the production team in creating the physical set and many further hours spent in pre and post production getting that dreamlike quality just right.
We wanted to create a campaign that would be vastly different from the darker artwork the brand typically uses, creating dreamy but cutting-edge cool visuals to target a younger female demographic, making the brand more
The tagline was dreamt up by DOB Creative Director John Mastro who said that like all the best advertising slogans, it just came to him. “For me it was an obvious choice and the slogan acts not just as a message but as a visual identity in itself, summing up this brand, that is creative and fun all at the same time,” he says.”
DOB took charge of the social media campaign, managing all of artistic and creative direction. This meant we were able to ensure a consistent look and message for the relaunch that worked extremely well across all social media platforms, generating huge interest among the target demographic.
W7 — Direct From The UK Campaign
Agency / DOB Creative
Creative Director / John Mastro
Production Company / CKOL
Directors / Jessie Oldfield & Adam Murfet
Producer / Kate Menzies
Cinematographer / Stefan Duscio
Art Direction / Marni Kornhauser
Stylist / Petta Chua - Junior Fashion Editor, Vogue Australia
Hair & Makeup / Blanka Dudas
Online FX / Andrew Goldie