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.