Work - Inti Amar

One Intention

A campaign for a founder-led fashion brand that stopped selling fabric and made 3 million people feel seen instead.

Hero marketing campaign Product launch Content campaign Strategy

01 - The brief

A brand with a devoted community, but marketing that wasn’t speaking to them.

Inti Amar came to WESTNORTH for their Ramadan and Eid campaign. The collection was ready. The community was there. But the marketing was stuck in product mode: lookbooks, launch announcements, content that showed clothes without ever touching the woman wearing them. And that woman never bought fabric. She buys what that fabric says about her.

02 - Strategy

Stop selling the collection. Sell the woman wearing it.

We reframed Inti Amar from a fashion brand into a home for modest confidence. Built around one shared truth: intention over perfection. An 8-week cross-channel campaign that didn't show the clothes first. It showed the woman first. – Storytelling campaign concept and campaign strategy. – Campaign production and creative direction. – Hero content campaign including 7 hero video’s, campaign photography and mobile-first content built for scroll-stopping emotional impact. – Brand dinner with 19 influencers and loyal customers.

03 - The Campaign

These videos and photos are created under direction of WESTNORTH, executed by her partners. This project was filmed by Burak Goraler, photographed by CScreativestudio.