You Are What You Wear

Client: ChapStick
Freelance

This concept celebrates freedom of expression by integrating the ChapStick fan’s favorite flavor into their personal style.
The visual direction is a bit of a departure from what the brand has done in the past. ChapStick advertisements have a history of using famous celebrities as a campaign “face", and most recently ChapStick has kept their advertising very product-focused without the use of people.

The idea here is to use photos of realistic and relatable young women in the ads to really sharpen this theme of individuality. The wardrobe styling along with bright colors and bold patterns give the look and feel of the campaign a fresh and fun "60’s mod" vibe— calling back to the brand’s timelessness while also staying relevant to the fashion trends we are seeing today.

Art Director: Kailey Eden
Copywriter: Jennifer Pybus

Outdoor poster series

BuzzFeed Quiz: "Accessorize an outfit and we'll tell you which flavor of ChapStick you are"

Campaign would feature a BuzzFeed quiz that invites people to determine their ideal profile based on their wardrobe choices.