Services
- Art Direction
- Campaign
- Copywriting
- Creative Direction
- Experiential Marketing
- Graphic Design
- Motion
- Photography
- Storytelling
- Strategy
Credits
Photographer: Pierre Toussaint
Motion: Henry Cousins
Fashion Stylist: Natalie Petrevski
Still Life Stylist: Cristina Guerrero Fernandez
Hair: Lok Lau
Make Up: Shella Ruby Martin
Talent: Ari Urdaneta & Mali Lowe
Copywriting: Brodie Lancaster & Fred Mora
Production: The ARTL—NE and Carmen Cicchinelli
BRIEF
Create launch campaigns for two new Mecca Cosmetica products, To Save Body SPF30 Radiant Sun Mousse and Renewing Cleansing Gel with the ambition of further cementing Mecca Cosmetica’s position as the authority in luxury cosmetic SPF, and build ongoing credibility for their growing skincare range. Each campaign needed to leverage existing brand assets, while enhancing the look and tone of the brand through copywriting, art direction and concept development for photography and motion suitable for assets across in-store, PR and both paid and organic digital channels.
RESPONSE
We began by working with the Mecca Cosmetica marketing team to understand the unique positioning and customer use cases for each product to strategically inform the campaign messaging and creative direction.
YOUR SKIN STARTS HERE signals the unassuming yet important role of a daily cleanser in each skincare routine. Soft and dreamy imagery subtly nods to Renewing Cleansing Gel’s gentle product formula and benefits. The subject is framed in camera as they would be reflected in a mirror, with the campaign culminating in repetition of vignettes, reinforcing the consistent and intimate practice of skincare.
OUTCOME
Collaborating with copywriters from within our network, TRiC established a distinct tone, look and feel for each campaign with a core art direction concept that emphasised the product benefits, purpose and use cases. Paired with storytelling and key messaging, we were able to strategically plan an entire suite of assets, including booked media placements for launch.
Alongside our production partner, The ARTL—NE, TRiC selected dynamic teams of creatives and talent to produce our vision for each campaign. Post-production rollout was managed in house to ensure cohesion from concept to final execution.