REVEALING YOU CAMPAIGN
During my time at Laundry Service, our team collaborated closely with the creative team at Pierrera O'Dell to concept a social-forward 360 campaign for European Wax Center in a way they had not done before.
Together we concepted an overarching story for the brand for the entire year, with a strategy of telling the in-between moments on social.
Once we had our vision in place, we worked with legendary photographer Miles Aldridge in Barcelona, Spain to create a unique voice that European Wax Center had never had before with cheeky copy inspired by social memes paired with surreal, edgy imagery.
Spot produced by Pierrera O'Dell
Taking inspiration from the primary campaign story line, we worked with our social photographer to emulate Miles style, but adapt a less glossy and more approachable version for social. Complete with not only lifestyle imagery but lower funnel product images that remained cohesive with the campaign.
With this approach, we created a beautiful cohesive social feed for European Wax Center that outperformed their pre-existing content, was a huge success for the brand, and helped inform all their campaigns moving forward. Our social strategy also included A/B testing for various copy approaches and image selects for maximum efficiency.
ECD: Dave Arnold
CD: Sarah Worthington
Art Director: Alex Parodi
Copy: Michelle Lamont Lawrence
Campaign Photographer: Miles Aldridge
Head of Content Production, NYC: Tennille Teague
CD: Annie Michaud
Art Director: Angela Renai Comer
Copy: Shannon Fiedler
Campaign Photographer: Andrea Bielsa
Evergreen Photographers: Winnie Au, J Muckle, Zack McDowell
Creative Producer: Kristen Miller