Spring / Summer 21

Edgars Beauty Spring / Summer 21 marked a rare opportunity to bring together multiple facets of the Monks Media creative process, from scriptwriting, set design and styling to producing and directing.

The challenge lay in translating the essence of globally recognised beauty and luxury brands for the South African consumer. Each concept needed to reflect the identity and aesthetic of the brand, while remaining authentic to the local market and mindful of production realities.

The campaign was developed as a series of short-form content pieces designed for social platforms, with each video shaped around a specific brand world, product story or seasonal beauty moment.

Rather than approaching the work as simple product content, each piece was treated as a small visual narrative. The result was a body of work that balanced global brand cues with South African creativity, creating content that felt elegant, accessible and platform-ready.

The campaign brought together creative direction, scriptwriting, styling, set design, producing and directing within a compact production framework.

This required a disciplined approach to concept development and execution, ensuring that each brand moment felt distinct while still belonging to the broader Edgars Beauty seasonal campaign.

For Monks Media, the project remains an important example of social-first content shaped with editorial care, brand sensitivity and production resourcefulness.