charles
worthington
The brief ; to create beautiful and innovative product shots to promote Charles Worthington's new product launches.
1 x product is launching into the existing Thicker & Fuller range, and 1 x new product launching into the Colourplex UV range.
The creative look and feel, and execution needed to fit inline with the current look and feel for both of these existing ranges, but also have a point of difference so the consumer knows these are new. Concepts needed to be relevant to the product and visually communicate the benefits or use.
Through a brand audit, and doing research into what competitors were doing in terms of marketing similar products, I created a mood-board which intertwined aesthetic photography which would match existing creative, with popular trends in the industry.
The creative ideation was centered around photography which conveyed the products use to the customer outside of the product, to give a clear indication as to what they could expect from the product.
For the thickening mist, the idea was to show the mist in front of the product, giving that clear indication of what the product actually is. And in the background to have something soft and voluminous such as balloons, to give a subtle indication as to what the product would do for your hair.
Similarly with the toning drops, the idea was to again keep a monochromatic colour scheme to ensure cohesiveness with existing brand assets, whilst also showing the customer the intensity of the new drops.
The purpose of the drops was that they could be added into existing CW shampoos or conditioners, to remove brassy tones from blonde hair. In light of this, we wanted to include texture swatches with the drops, to equate to this unique technique.
The above is the scamp created to present to client, and beneath is the final asset.
The above are the 2 scamps created to present to client, and beneath is the final video asset.