Social creative evolution
CLIENT : Realself
WORK - evolving social creative
DESCRIPTION
This is largely a new photography direction with light design options as well as using photography that involves couples. Photos are from Stocksy.com
I am ok with how the ads are originally designed, we just wanted to add some extra flavor. I was not able to change the copy voice.
RealSelf approached our agency seeking advice on how to enhance their current social media image. In order to better understand their community, I spent several hours researching their website, reading personal stories and experiences of individuals before, during and after their treatments. It was evident that their motivation for undergoing treatment was to feel happy, confident and good about themselves. I also noticed that every customer had a unique story, such as the man who always wore a hat, the lady who avoided smiling in photos, and the young man who never took his t-shirt off in the pool, to many many others that just want to feel happy and confident when looking into the mirror.
I also thought it was important to add couples photos since Realself has never done that before.
For the social creative i wanted it to work on three pillars:
Candidness - photos look as if they are taken by a person with some photography skills. Elevated Facebook photos.
Subtlety - The procedure/body part is NOT the main focus. The main focus is confidence, happiness, or situation/story. To not look like or know from the viewer what work was done.
Story - NO models posing. Must be doing something or interacting. Real life situations. Genuine.
My Role - concept, design, editing, animation Lou Maxon - Creative Direction - Linkedin
This is the Before.
This is the after.
FACEBOOK CANVAS ADS & INSTAGRAM STORIES
Below are Facebook canvas ads as well as Instagram story ads i created and animated.
Facebook canvas ads are a great well to tell a story or show a experience. They allow the customer to get a in-depth look at a product or a story. With Facebooks tools and a good designer you can make a pretty captivating story.
THOUGHTS
As noted above the most important part of this change was taking away the notion that people are their procedure. Taking away the objectification and replacing it something emotional and raw.
Being subtle and real, is a fantastic way to connect with other’s who might be feeling the same way about a their specific body part in question. Subtlety, Candidness and Story.
PITCH DECK
What we originally presented to the client.