For the launch of their new CBD skincare line, both globally and in the US, The Body Shop wanted a bold campaign that did justice to the B.S.-free attitude they’ve had from the very beginning. Considering that CBD is still restricted in many states and regions, we played up the unapologetic, rule-breaking, radical nature of this line, authentic from a brand that has included hemp in their products since the early 90s.
As an art director, executing a photoshoot in the middle of a global pandemic at a large stage with three crews working simultaneously to shoot beauty, product and video, attempting to have as little cross-over as possible was a new challenge. Luckily, we had systems set up to have our clients attend virtually and everyone worked as efficiently as possible for a safe shoot.
Speaking to the authenticity of The Body Shop, we planned a shoot without any alterations to the product for shooting purposes. What you see is what you get. Similarly, for beauty photography, retouching was kept to a minimum to reflect real hair and skin textures and tones.
Imagery, dynamic type design and video were used throughout a full consumer journey to bring the campaign to life. We created standard and elevated retail window executions, retail tables and displays, digital signage, a full organic and paid social experience with stills, carousels and video as well as digital ads, emails ecom assets and an editorial landing page.
Creative Agency: Latitude
ACD/Art Director/Lead Designer: Sarah Huener
Copywriter: Eric Sorenson, April Smasal
Associate Strategist: Elise Rogers
Studio Designer: Gabe Sojka, Deb Fisher
Photographer – Product: Ryan Dyer
Photographer – Beauty: Sophie Kietzmann
DP: Brandon Boulay
Motion Designer: Michael Dow, Jeremy Krzmarzick
Executive Creative Director: Jason Strong
Shoot Production: Ripcord Content Studio
Senior Project Manager: Rachel Yanofsky