art direction and content strategy
The campaign 'Londoners' is part of the digital brand campaign and content strategy for London-based hair and body care label Dizziak. For this client's brief, we delivered a bold and new content strategy and approach for the brand's digital presence on social media. Based, on the brand's three core characteristics, we developed four asset categories with clear target goals providing a easy-to-follow strategy and material that could be extended and transfigured in the longterm.
Dizziak is an upper-priced hair and body care label focused on clean ingredients and specialised in afro and curly hair. Approaching the project, we firstly analysed the brands’ customer, its market positioning and current digital ap- pearance. Our aim was to curate and develope a “next level” content strategy and visual presence by refining and augmenting the “already-there”. 'Londoners' was one of four coherent campaign's shoot entirely analogue translating the relatability and genuinity of the brand while portraying its agelessness and genderlessness. The shoot was executed in collaboration with London-born singer and Voice of England winner Ruti Olajugbagbe. All models were street-casted creatives based and working in East-London.
> caption: During the project, I took over the art direction, treatment and production management and was responsible for the management and logistics on set. I further acquired models, shooting location and further collaborators. The project was part of the collaborative unit (January – March 2024) during my MA in Design for Art Direction at the UAL.
> credits: art direction by Jules Lansac, Javier Barral, Jule Baur, Paul Paterson, Sarah Luisa Kuhlewind, photography Line-Teta Blémont, photography assistant Javier Barral, videography Jule Baur, production coordinator and set management Saran Luisa Kuhlewind, styling Jule Baur, movement coordinator Paul Paterson, models Ruti Olajugbagbe, Wylan Amah represented by Body London, Danni Chansey, Isabella Miglioli, Friendred Peng