IPSY/Refreshments
content production • photo & video styling
I’ve worked with Refreshments, a sub-brand of IPSY cosmetics, on several campaigns to promote their razors, shaving creams, and other personal care products. In the Spring of 2023, I served on the production team of their “Refreshments Resort” content shoot, leading the styling for several vintage-inspired ‘tennis whites’ looks to bring the playful campaign to life. The campaign focused on social-first assets for Instagram, TikTok, and other major channels.
The Goal
The goal of the campaign was to drive quality acquisition and retention of the brand’s hero product, their razor, as well as gather interest in their new brand icon. To accomplish this, the creative team crafted storytelling moments to capitalize on the summer shaving season and educate consumers on the product features and brand pillars.
The Inspiration
The creative team was inspired by the aesthetic of Wes Anderson and the tennis culture of the 70s and 80s. In pre-production, I immediately connected with Art Director Ammiel Mendoza’s creative vision and understood the direction we would drive the content.
Examples of materials for inspiration and pre-production planning from the creative team, which I used to drive the direction of my styling work
The Direction
While the creative team shared collaborative inspiration material, I created my own guide boards to help drive the direction of my work, and keep my team in alignment. Directed to source mostly neutral, navy, and grey hues, I focused on a minimal color palette while finding more freedom in texture and silhouette.
With Ammiel’s mood boards, the product, and the location in mind, and inspired by images like Princess Diana’s gym wear and retro Lacoste campaigns, I was able to source several pieces that fit the sporty, retro, country club aesthetic — including creamy textured swimwear, terry half-zip sweaters, scrunchy socks, and sporty unitards, along with flirty tennis skirts.
The Result
The team applauded my contribution in executing this conceptual campaign and we were able to fulfill our shot goals for both photo and video, creating both seasonal and evergreen assets for the Refreshments brand.
