Creative Art Director
Beija London-
Redefine your sexy and beautiful
United Kingdom, 2022.
Branding and art direction project.
Deliverables: Advertising Video, Creative campaign.
Creative team: Jerome Nicholson, Taoli Yang, Peixuan Xie.
In collaboration with: Justin Mak
Democratic approach to styling and sizing.
Community in women.
Disregard for the male gaze.
Simple is beautiful.
Beija aims to narrow the gap in body awareness, and promote the idea of embracing all kinds of body shapes, redefine the meaning of sexy and beautiful. Following this guidance, the team and I tried to differentiate Beija from other lingerie brands by creating a stronger visual which delivers a genuine feeling and follows through the brand's motto.
We believed that the best way to trigger purchases and make customers buy into a brand is to build a connection between audience and the brand. Branding is a sense of belonging, to create this kind of association, when the functional differences are negligible, there is a requirement to create emotional differences. That is, we decided to focus more on common misunderstandings and insecure experiences of women about their own bodies, with real stories from real characters. In the project, we created a brand new visual for Beija, and worked on a social campaign which included physical exhibition, social media engagement, and a documentary video for commercial use.
To distinguish Beija from other lingerie brands, we proposed a new visual style: we photographed women wearing lingeries in their own room, captured the most private and personal moments of them. Since lingerie is one of the most close-to-heart garments, it somehow revealed the most vulnerable time of those girls. The photos were filmed intentionally with more of a spontaneous, random style, that expected to resonate more with the audiences.
Each picture shows women of different body shapes getting along with themselves, delivering a strong sense of intimacy as if we walked into their inner world and wandered around.
The majority of women have had body image issues during their childhood, and a lot of them still feel insecurity about their own body until now. In order to build the connection between the audience and the brand, we decided to make a documentary video which included interview and physical activity.
