SHOCKWAVES - YOUR STYLE YOUR WAY

150 SOCIAL CONTENT POSTS / LIFESTYLE FILM / TUTORIALS / POS / KEY VISUAL / TV

BRIEF

Relaunch Shockwaves for a generation of social mavericks, making the brand feel fresh and cool again.

IDEA

Hero charismatic models (with strong online influence) who embodied the rebellious attitude of the brand for brand authenticity.

EXECUTION

Casting over 150 models to find the perfect selection, we paid close attention to styling, attitude and brand world, shooting an attitudinal film on the streets where we knew our TA hung out. We created assets that were socially relevant - boomerangs, gifs, carousels and stories. We then shot 7 how-to tutorials in the same lifestyle vein that felt fun, easy to achieve, but aspirational. We created a new urban brand character to be reckoned with.