The Brief
Lush was asked to deliver content for the “Inspiring Women” campaign for Kailis Australian Pearls, who wished to celebrate their 40th anniversary by embracing the pearls of wisdom offered by two women from each of Kailis’s three primary audience demographics.
Evolving over the last forty years, Kailis has become the trusted source for the world’s finest Australian South Sea pearl jewellery.
They wished to showcase pearls of wisdom offered by women from their three primary audience demographics of millennials, those in their 40-50s and the ‘gifters’ who are later in life. Kailis wished to show the women as the heroes of the content, with the jewellery beautifully but subtly placed. The content would in some way be reflective of the values of the Kailis brand. The final outputs were for their website, their Brand Book, social media and digital signage.
The Solution
Lush tasked Kailis with providing the values and characteristics they wanted to bring out in the content from the six women. From there, we formulated questions for the talent and spoke to each one prior to filming to identify the most engaging and relevant stories.
Having landed on the creative look and feel for the shoot, Lush painted our infinity white screen studio in a mid-grey and props were sourced. With one of the talent being Kylie Radford, fashion designer and founder of Morrison, Lush decided to predominantly dress the women from this label. Meanwhile, pre-production for product and portrait shots was underway with testing carried out in the studio both on the grey background and in individual light tents against a backdrop of textured paper to secure just the right look.
With hair and make-up on hand, our crew of DOP, camera operator, sound engineer and lighting technician, and producer took the day interviewing the six Inspiring Women. Each woman was prompted with questions about their lives, generating answers reflective of the Kailis values as well as bringing out quirky, thoughtful and inspiring answers to reinforce that these are intelligent women wearing today’s ‘thinking woman’s’ brand of jewellery. Filming with each individual was followed by a half-hour photography session.
The Results
Lush created hero films with each woman, mixing each with hero shots of talent and jewellery.
Lush made two 30-second clips for each woman that concentrated on the values of the Kailis brand and could be used for social media purposes.
Lush also created a video web banner for Kailis’s campaign site and supplied all imagery for the 2018/19 Brand Book.
Emma Kerley, senior brand and marketing manager at Kailis Australian Pearls said:
“One of the most professional creative agencies I’ve had the pleasure of working with. The Lush team went above and beyond to ensure the production met the high standards expected of a luxury brand, like Kailis.
“The shooting schedule went over several days, including filming and photography, and involved a large cast of talent. The Lush team kept things running smoothly – and helped us tell the incredible stories of an inspiring group of women in a campaign that has real substance. We’re thrilled with the result and have since worked with Lush on other projects.”