My role as Art Director was to plan and assist in executing the AW22 campaign shoot for beauty brand Spray Aus. Given that this campaign marked the introduction of the brand's fresh rebranding, it was imperative that the visual elements effectively conveyed the trajectory of the new brand.
The focal point of the 'New Beginnings' campaign revolved around the three impactful keywords: 'Release, Evolve, and Be’; releasing the past, evolving and progressing and being in the present moment.
Through the skilful use of lighting, posing, and attitude, my objective was to breathe life into the narrative. The lighting design represented the three distinct stages: an initial darker ambiance, embodying somber softness; then a transition towards directional light to symbolize evolution, exuding confidence and awareness; ending with a well-lit setup giving the feeling of contentment whilst 'being.' All the while, careful attention was devoted to accentuating the skin, aligning with the brand's emphasis on skin.
Additionally, we complemented the campaign visuals with product on-body imagery to seamlessly integrate with the overall campaign concept.
The resulting campaign visuals will be used across social media, web, in-studio, print materials, and online advertisements.
Art Direction: Khiera Nicole. Creative Direction: Ellie Pearson. Photography: Stephanie Cammarano. Models: Charlotte Mullan & Luci Levant. Styling: Abby Bennett. HMUA: Max May
