Yamamay My confident beauty

Yamamay commissioned us the project for their new Basic campaign. An amazing project that we decided to develop using a new, different tone of voice. The focus of the campaign is the woman and her most intimate and true self. “My confident beauty” is the concept (and the hashtag) that shows the new copywriting strategy used to describe the women who are proud of both their virtues and flaws. For the first time ever, starring the campaign were not fashion models, but real, ordinary women. We launched a street casting to find the right five women, who were chosen not only for their (beautiful) faces, but above all, for their life stories. The photo shooting was set to highlight both the beauty and the ordinary of these women. We produced five videos to let the protagonists tell us their unique stories, unveiling their virtues and their flaws and how they managed to overcome insecurities about their own bodies by self-love and awareness. The storytelling of “My Confident Beauty” gave us a chance to  let the women in the Yamamay company have a say as well. By a series of interviews with the Yamamay staff, we wanted to share the point of view of the women that work on the Yamamay Basic clothing line every day, from the concept through the production. Throughout the development of the Yamamay campaign, we produced creative concept, copywriting strategy, art direction and direction, shooting, video and post-production, a print campaign for the daily newspapers and digital editorial plan.


A.Testoni
Acqua di Parma
AdR Anna dello Russo
African Mission
Agent Provocateur
Albini Group
Assolombarda
Bally
Betty Buois
Bottega Veneta
Brioni
Brooks Brothers
Brooksfield
Bulgari
CC Milano
Calzedonia
Campomaggi
Canepa
Carpisa
Cirsa
Collistar
Compass
Corneliani
Corte dei Gonzaga
Così Com'e
Credem
Desmo
Dior
DoppiaA
Ermenegildo Zegna
Etro
Eurial Italia
Fay
Ferrari
Ferrero
Fondazione Pardis
Fondazione Vedova
Fontana Milano 1915
Fratelli Rossetti
Furla
Gecofin
Geico Taikisha
Generali
Geox
Gianvito Rossi
Giorgio Armani
Grazia
Guess Jeans
Guess by Marciano
Hogan
Iceberg
Indian Rose
Italia Independent
Karla Otto
Krizia
LG
Lasvit
Lexus
Life Circus
Lui jo
Marcolin eyewear
McDonald’s
Milano Unica
Moleskine
Mondadori
Officine Panerai
Oltre
Orciani
Pal Zileri
Paul & Shark
Pedrali
Philipp Plein
Pianoforte Holding
Pinko
Piquadro
Podartis
Publicis
Red Valentino
Rene Caovilla
Rinascente
Roberto Cavalli
Roger Vivier
SDA Bocconi
Salvatore Ferragamo
San Clemente Palace Kempinski
Smi - Sistema Moda ltaliana
Steriltom
Stroili
Studio Zeta
Suzuki
Swarovski
Technogym
Theluxer.com
Thun
Tod’s
Tory Burch
Trans Edit Group
Trussardi
Yamamay
Yoox
Z Zegna