Soap & Glory brand platform
and creative evolution
and creative evolution
Won the Soap & Glory pitch in 2021, establishing the robust, multi-year global brand platform “Glorious Transformations,” designed for a 3–5 year engagement. Over the past 3 years, been responsible for this platform successfully underpinning over 10 campaigns and product initiatives, driving measurable growth in brand awareness and recall since its inception.
More recently, work involved leading the evolution of the brand platform (2.0) to create a more immersive world, unlocking new product experiences with storytelling at its core bought to life with ai specialists and VR production. Glorious Wonderland involved a complete overhaul of style codes and reshaping the brand book to engage a younger, digitally native audience. By breaking old-school constraints, we created a modern, social-first, and flexible framework with culture and play at the heart, while preserving a consistent, distinctive brand identity through iconic elements, in-situ branding, and a unique hyper-real aesthetic.
Role: Creative Director
Agency: The Pharm/VML
More recently, work involved leading the evolution of the brand platform (2.0) to create a more immersive world, unlocking new product experiences with storytelling at its core bought to life with ai specialists and VR production. Glorious Wonderland involved a complete overhaul of style codes and reshaping the brand book to engage a younger, digitally native audience. By breaking old-school constraints, we created a modern, social-first, and flexible framework with culture and play at the heart, while preserving a consistent, distinctive brand identity through iconic elements, in-situ branding, and a unique hyper-real aesthetic.
Role: Creative Director
Agency: The Pharm/VML
Glorious transformations
The Glorious transformation platform was all about that instant gratification that only a multi-sensorial product can give you. Each colour, texture and scent holding a world of gloriousness, ready to be released. We used our products as the catalyst to make you go from feeling zero to glorious in an instant, transforming every moment into an explosion of gloriousness. With a brand new tagline and a TV, social and OOH launch, our campaign transported you to a luxurious spa, without stepping out of your bathroom. Smooth in a snap and bootylicious in a beat - for an instantly glorious you. 29 million views on social later, this is one of Soap & Glory’s most successful campaigns ever.
Global Social Playbook
Working in lockstep with strategy, we set out to define a new global creative platform. Following this, we moved to build a Global Social Playbook. The journey included: client workshops, social audits of all their social outputs, investigating + interrogating brand ambitions.
Here's a snippet of what's covered in the playbook...
Here's a snippet of what's covered in the playbook...
