A key objective identified by Peace Outs leadership was the need to update the brand's tone, look, and feel while remaining true to their core audience.
I was tasked with developing an evolution of the brand's visual direction, create photo & video shot lists, and direct a photoshoot capturing content surrounding a select few hero products to be to be revealed during their next campaign.
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Define updated visual direction
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Create campaign photo & video shot list
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Execute photoshoot
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Develop campaign creative
Upon its inception in 2016, Peace Out was designed to be fun, simple, bold and attractive to a younger audience. The initial branding was simple but unique, used a pastel color pallette and valued to-the-point skin positive messaging; all of which helped garner a loyal audience.
As product variety increased, this created the need to cater to a more diverse audience requiring a shift in presentation. It was now necessary to engage with both younger generations dealing with acne, older generations looking to reduce signs of aging, and those with more general skin concerns like oil control.
After an in depth analysis of the brand, it was determined that over time the brands tone of confidence and natural beauty had become diluted and confused with joy and playfulness. This created a totally different tone for the brand making it feel increasingly less mature.
The solution developed was to begin shifting away from 'skincare is so fun' imagery and instead focus on models looking bold and confident in their skin. A personification we found resonated with generation Z, while being aspirational to generation A and mature enough to connect with older consumers.
Old & new elements were gradually implemented as the brand pushed towards a return to form. Less photography of models smiling and more enticing seductive gazes. Less artificial laughs and more below eye level camera work invoking a sense of importance. Less skincare fun for fun's sake and more skin textures and sensorial experiences.
For the Oil Control Roller, not only could we focus on beauty & confidence, but with the instant benefit of the product we could really lean into the product efficacy as well. The combination of the fun, saturated, electric blue, aspirational imagery, and visuals of a satisfyingly simple skincare solution; Peace Out now had all of the elements needed for creative campaign that could meet the contemporary needs of the brand.