Current system is not working for me so we need to flip it.
aim higher - luxury concept brand
this will take longer but in the end it will be the more profitable route. We are also edging into new territory.
invitation not a hard sell
HOW DO YOU BUILD A LUXURY BRAND:
Get people to fall in love - sell the concept - build the love and seduce - first
This is a lifestyle it has to be aspirational, beautiful, evocative
Selling the lifestyle before the product.
CB needs to be pervasive - in tactile
chic, understated, sophisticated, invitation
respect the intelligence of the customer, respect their interests
Commes Des Garçons - esquire article - how do you do that by digging deep and not following trends. dare to be different.(thats why people will write about us/ publish)
Time for exploration. disruptive explosive
How do we say what we want to communicate
What is the experience.
Whats not working
QUANITY OVER QUALITY
press driving from press yes but clippings feel self congratulatory, cheap shot feels lazy
lacking concept, lacking consistency across the brand
stable, trust worthy
not selling to me
Pull all existing ads, for quieter strategy.
1.Sam Rock editiorial images for ‘brand awareness’ x3 (possible carousel to show product
2. face oil in wood cut out
3. Girl Video - mood with Karin Copy underneath
4. New snatch clip ‘testimonial’ ads be sparing move to stories
WORKING VISUAL RESPONSE
IG ads is where you become aware of the brand, press is where you fully expand the story of the brand that credibility 3rd party validation.
- pause freelance video editor - interview new people - the time that it deserves
- 2 months = $6K in pocket
- focus on a REAL project
- edit 5 - 10 videos
- Launch August.
How I work
conceptualise - choose medium to traslate concept - produce - execute
My Focus is currently with the brand book because what we do there will inform and define the brand language and all of the materials
May 2nd 2019 ADS
Francisco Costa went on three immersive trips to the Amazon. body in nature - the thought process while on the journey
Created to reconnect beauty and nature and capture the sensuality, joy, and rich natural essence of Brazil.
Complex discovered after working with a team of scientists and local agriculturists.
“The Spirit of beauty is inseparable from the health of the earth”
We partner with international organizations that work to protect our environment.
Ingredients are sustainably sourced and validated by Conservation International.
Packaging is reusable, biodegradable and recyclable.
BOTTLE JUMPING OUT OF JUNGLE - VIDEO OF PALM
Inspired by Piero Manzoni.
SURE TO CAUSE AROSAL BOTTLE POP
1. Videos of the product as subject being interviewed.
2.“Francisco is such a creative force - everything he produces is the epitome of style and immaculate design, Costa Brazil is no exception” Elizabeth Von Goltz
3. COSTA BRAZIL
Design is integral to how we cosider ther packaging
Made from the purest and most potent natural materials that are safe and healthy for the body, mind, and Earth.
Mineral-rich Kaya, antioxidant-packed Cacay and the sacred soothing properties of Breu resin improve skin tone, texture, firmness, enhance mood, and spirit.
Kaya. Wild-harvested exclusively and sustainably from exotic sapucaia trees for Costa Brazil.
FACE OIL VIDEO
Black and white video - of bodies and faces - Mineral-rich Kaya, antioxidant-packed Cacay and the sacred soothing properties of Breu resin improve skin tone, texture, firmness, enhance mood, and spirit.