CREATIVE SEEN works within SEEN Group to supply content that is original, inventive and considered. Our expertise across creative consultation and direction, ideation, layout design, art direction and copywriting is an industry first and enables us to work collaboratively and cohesively on a complete brand vision. We thrive on delivering above and beyond a brief, to support and enhance communications.
How We Did It
SEEN CREATES strategically and creatively developed a library of aspirational assets, which drove awareness and engagement for the new ambassador and brand innovation across multiple-market paid, owned and earned channels. A 2-day asset creation activation ensured authentic storytelling to share and educate the consumer. The result was a succinct, coherent and compelling collection of editorial, ATL, digital and social stills and moving imagery packaged in an inspiring toolkit for global roll out.
Exclusive global announcement coverage secured in industry bible WWD and an asset bank fully utilised by all markets, resulting in extensive global coverage that took the Shiseido brand beyond the beauty pages and to a new audience. Instrumental in inspiring Ana Ivanovic’s personal appearance at the US launch and a further 6 global market launches with exclusive interviews for key feature placements. With increased product engagement and growth for key retailers of Wetforce Sun Protection, the activation cemented a year-two Ana Ivanovic collaboration with the Shiseido brand.
HOW WE DID IT
Crafted to replicate the real-life fixtures and fittings of the brand new, flagship Nexxus New York Salon in Tribeca, the press kit was designed and produced using different textures and finishes that could be found within the salon itself. From the unique, fully reclining, leather backwash beds and the hand-built wall panelling, to the herringbone, matte wood flooring and tiling, each press release was designed to visually depict the aesthetic of the purpose-built salon. To house these releases, a bespoke box was handmade and designed to open with two doors exactly as the salon front doors. Inside, as well as drawer which neatly held the Nexxus hero product range, electronic copies of the releases were also found on a brick patterned USB, encased in a personalised leather holder and monogramed with the initials of each person who received the kit.
Multiple kits were delivered to gold-tier press in all of the brand markets, bringing the essence of the salon to life for press in the US, UK, Canada and Brazil. The press kit also won a presitgious award for its production at The Print, Design and Marketing Awards.
How We Did It
SEEN CREATES composed a beautifully written and illustrated bedtime story that brought to life the development and benefits of the new Night Serum. Drawing on their rich heritage, inspiration was taken from archived brand images to create fresh and exciting illustrations that were offered as print and online exclusives to support the launch. The bespoke drawings and lyrical copy married together in an organic and harmonious way and celebrated the journey of how the product was born.