Giving beauty an edge for an iconic name in British retail.

  • The Brief

    Debenhams

    Debenhams are one of the most iconic names in British retail. An international multi-channel brand trading from 248 department stores across 27 countries, and available online in more than 60 countries.

    With one of the fastest growing Beauty Reward Schemes on the high street, Debenhams wanted to capture a larger market share and increase awareness of the scheme as they announced a number of high profile collaborations. We’ve been commissioned to produce a distinctive look to all of their Beauty Club social media content – and in particular help promote key brand partnerships, new product launches and seasonal campaigns.

  • Industry Sectors

    Fashion & BeautyRetail

    Deliverables

    Art DirectionContent CreationDigital CollateralFilm ProductionPhotographyPost-Production

American tattoo artist, model, musician, entrepreneur, and television personality Kat von D launched her makeup line in 2008 after finding fame showcasing her tattooing skills on reality TV shows Miami Ink and LA Ink. With a social media following of almost 3 million people, she has released new collections every year and 2016 saw the brand reformulate all of their products to be vegan. Kat von D x Debenhams represented a massive coup for the British retailer as it was the first time the beauty brand had launched outside of the USA.

With a time critical launch, we oversaw the full production of the Kat von D x Debenhams shoot. Our management included sourcing and styling the studio in East London, through to assembling the team – which included DOP, videographer, stills photographer, art director, sound engineer, makeup artists, wardrobe and the Kat von D customers that became our models for the day.

We ensured that the stills photographer captured a huge number of engaging close-up product shots – many of which we turned into stop-frame animated Gifs as part of the final social media output.

The team created a huge amount of content on the day of the shoot. We filmed three pairs of real customers (mother and daughter / girlfriends / colleagues) testing out the products and reviewing them in a conversational format. We also directed and shot the Kat von D makeup artist providing tutorial demonstrations to each of the models, as well as capturing a number of before & after images, behind-the-scenes, and product shots.

In post-production, we edited the footage to create a range of mini-films and tutorials for use across all social media channels. The stills photography was used to reinforce the moving image content, and to create a number of animated Gifs that brought each of the products to life for the online consumers.

To date, Kat von D x Debenhams has been the most successful launch of a partner range of beauty products for the British retailer.

Recognising that Halloween is the time of year when everybody wants to create something totally original with their makeup, Debenhams partnered with two leading cosmetics brands – the LVMH owned Make Up For Ever, and the London based Illamasqua – for the brilliant Glamoween campaign. We were tasked with creating the overarching identity and the production of a suite of high impact social media content.

Our team captured focused on two looks – Illamasqua’s ‘Haunting Dead’ and Make Up For Ever’s ‘Sugar Skull’. We produced before & after looks, step-by-step stop-frame tutorials, and a large number of closeup and product shots for the brands to use across every social media channel.

In post-production, we designed a typographic identity for the Glamoween campaign, and worked closely with the photographer Paul Plews to treat the hero images in such ways that enhanced both looks and created the final iconic pieces.

In the run up to Halloween, the mini-films, photography and animated Gifs were viewed by over 35,000 people in the space of one week, and set a perfect tone for the Glamoween campaign – being shared and commented on hundreds of times in the process.