Work - Inti Amar
The art of appearing
Storytelling marketing campaign for a modest fashion brand reclaiming power. A campaign about owning your own unique identity, style and appearance – on your terms.
Hero marketing campaign
Product launch
Content campaign
Strategy
01 - The brief
A leader of modest fashion ready to reclaim what fashion was supposed to be about: a statement of identity. Not a test of modesty.
Inti Amar wanted a campaign that stood out in the market of modest fashion, but still spoke directly to the tension their consumer lived with every summer. More occasions. More visibility. More comparison. More doubt about what to wear. But fashion was never supposed to feel like a rulebook. It's the place a woman decides who she is and how she appears.
The world had modest fashion wrong. It was never about restriction. It was always about ownership. And a campaign built around experimenting, creativity and self-expression wasn't just bold. It was the truth about modest fashion the world hadn't seen.
02 - Strategy
Standing out starts with the courage to stop looking like everyone else.
The Art of Appearing reframed modest fashion into an act of self-ownership and Inti Amar into an Icon of summer confidence. WESTNORTH created a brand world nobody had seen in modest fashion before. A Tuscan summer. A summer about creativity. Expression. Art. A world that didn't ask her to blend in. A world that gave her room to appear. Exactly what the campaign was about: taking up space, owning your presence, and wearing your identity without holding back.
– Brand world building and campaign strategy
– Storytelling campaign concept
– Campaign production consisting of two campaign shoots in The Netherlands and Tuscany including creative direction and the production of 8 hero films, campaign photography and mobile-phone content.
– Spring collection launch and hero campaign.
– Summer collection launch and hero campaign shot in Tuscany at the House of BVGLARI.
– Product launch strategy for both collections.
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.
