Equity Design® 2018
A project in partnership with Santa Clara agency
Job: Key visuals
Creative Direction: Sergio Magalhaes, Fernando Campos
Art Direction: Gu Sobral
Illustration: Gu Sobral
Copyright: Fernando Campos
Photography: Zarella Neto
At the beginning of 2018, Equity Design was activated by the Santa Clara agency for a competition of the Boticário account, Brazil's largest perfumery network with more than 3200 stores spread throughout the country. Unfortunately we did not win the competition, but it is worth recording all the work done on this project.
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The concept. From alchemy to beauty.
The whole concept of the campaign was conceived around the "true self". When you find your own essence, everything flows better and you become more beautiful. And the task of finding its own essence, exposing its deeper nature is a long, difficult, and incredibly lonely process.
The good news is that there are magic stimuli that make you meet without so much effort and suffering. Smell, texture, color, praise. Looking in the mirror can connect you and your essence and produce an amazing result. We love this alchemy. We live by searching for elements of nature, mixing them in a special way, and combining that with their essence.
The result of the magic that begins in nature, passes through our hands and ends in you, we call beauty.
Photography
For the photographs, we did not want superskinny and impeccable models free of any expression marks. We choose spontaneity, expression, wrinkles, beautiful people closer to the real world and connected with the concept.
Key Visuals
In the key visuals, we combine the beautiful pictures with illustrations, with the intention of creating a campaign with a playful and fanciful environment. Each key visual has the peculiarity of the product addressed. For example, in Floratta, we use the fig flowers; in Malbec, we use a more rustic language, bringing the woody tone. And so it goes.
