So…? Body Fragrance
Fun, irreverent and punchy, it deliberately treads the line between a ‘conventional’ approach to beauty and an edit more in line with music videos to create an appeal to the brand's youthful market. The execution reflects the idea of flipping through the images on the brand's Instagram page in a fun and spontaneous representation of the core promise of So…? Fragrance.
Our girl is modern, empowered and unashamedly irreverent in her engagement with the consumer. We like to call it Beauty Punk.
As a brand with multiple products and no previous films online, the brief was non-conventional, as the requirement was a film not only illustrating the specific product, but also a visual representation of the overall brand identity.