Q: how do you live in a consistently fresh brand world, but push product newness?
A: a distinctive creative language with flex, and an ability to be aware of what’s next
Tassie or the Gold Coast, Hong Kong or Vietnam, in the city or by the beach, starring musicians or store girls, AFLW players or dancers – our bread and butter shoots show our girls exploring, hanging and getting stuck in. Their cultural calendar comes first, then the fashion gets layered on top.
We have worked with brand partners and Gen SG to push reach. We’ve shot campaigns on Samsung phones, partnered with Pedestrian.tv, Cosmopolitan, STA Travel. We’ve commissioned artists, actresses, poets, influencers. We’ve produced protest charity tees, pushed the same-sex-marriage ‘agenda’, created UGC campaigns and generally had a lot of fun along the way.
Sportsgirl Beauty: playful, versatile, hands-on, inclusive and a bloody fun time.
Beauty for Gen SG is a chance to explore their identity. Who they are today, tonight and tomorrow can all be different. They want to try a look and then wash it off.
We had a challenge – shift Sportsgirl, Australia’s iconic fashion brand to become a beauty destination where lipsticks were more than a colourful afterthought.
Results saw the beauty category grow to 20% of business in the first year
