Autumn / Winter 21
A second seasonal Edgars Beauty content chapter, created to give each brand story space to live through short-form video, styling, set direction and locally relevant beauty storytelling.
Campaign Previews
Edgars Beauty Autumn / Winter 21 continued the seasonal content approach developed for Edgars Beauty, extending the campaign world into a second chapter of beauty storytelling.
The work was created for social-first viewing, with short-form videos designed to capture specific product stories, mood shifts and seasonal brand moments.
As with the Spring / Summer chapter, the focus was on translating global beauty and luxury references into content that could live naturally within the South African retail and social media context.
Each video needed to feel distinctive enough to honour the individual brand story, while still contributing to a coherent Edgars Beauty content world.
The campaign required close attention to styling, set language, pacing, product behaviour and visual tone. The videos were made for Instagram some time ago, but the strongest pieces still hold up because they were built around clear brand cues rather than trend-only effects.
Together, the two Edgars Beauty seasonal chapters show how short-form beauty content can carry strategy, styling, direction and brand translation in a compact format.
- Creative Direction
- Scriptwriting
- Set Design
- Styling
- Producing
- Directing
Together, the two Edgars Beauty seasonal chapters show how short-form beauty content can carry strategy, styling, direction and brand translation in a compact format.
Gallery
Image pending approval
Image pending approval
Powered by Avatar Agency, with photography and videography by Icily TV.
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