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Shades of Me

An Instagram feed is a curated, colourful visual representation of your unique style and self-expression. But what exactly do the colours you gravitate to you say about you? 


Working with Stinkdigital in collaboration with Brave, we created a bespoke colour-based film generator for John Frieda’s Shades of Me campaign.

I worked on the creative execution of the project across copy for film assets, and the mobile and desktop platforms, creative direction of the fashion and lifestyle asset shoot, and collaborated on visual direction.   

 

The Campaign

The Campaign

Through a process of refined design and copy testing, Shades of Me is a cross-platform website with a simple and magical user journey.

By simply selecting their hair colour and granting permission to access their Instagram or Facebook photos, users are served an empowering and intuitively personal film, and a collection of corresponding John Frieda products within seconds. 

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Visual Direction

Visual Direction

To keep visual diversity while maintaining consistent colours, closeups of beauty products, patterns, powers and liquid bring to life the shades of the user.

Colour Palettes

Colour Palettes

We took colour samples from the work of fashion and beauty influencers to build stylish and vibrant colour palettes. Users’ Instagram feeds were matched against these curated colour palettes.
 

Dynamic Copy

Dynamic Copy

To create the most personal films possible, each user is described using a bank of adjectives based on colour theory associated with their hair colour and 2 most prevalent colours in their Instagram feed.

Lifestyle & Beauty Asset Shoot

Lifestyle & Beauty Asset Shoot

To bring an aspirational and lifestyle element to the films, we shot closeups of lifestyle, fashion and beauty moments. These assets feature in the films as tight crops to allow the user to project themselves into the film. 

I cast models and worked closely with the makeup artist and stylist to ensure the outfits remained colourful, yet aspirational and on-brand with the John Frieda woman.
 

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