Photography and art direction
One of the fastest growing beauty brands in the world, 3INA approached us to help them get a better understanding of their shopper and better articulate the brand proposition in order to maximise appeal and develop an ongoing plan to engage shoppers in-store.
We validated a key insight that Millennials and Gen Z are tired of being fed a false perfection, actively seeking out authentic and transparent brands – just like 3INA. We used that insight to drive a communications strategy based on playful, bold and confident tone of voice to encourage customers to join the #3INAMovement.
We worked with 3INA to ensure that every element of the brand from model selection through to tone of voice has the integrity that hyper-connected Millennial shoppers demand. We art directed and shot the photography and created all assets for in-store graphics and social content.