All We Are
This was a group project, working with a live client ‘All We Are’. The aim of the project was to come up with a concept to align with ‘All We Are’s’ brand visual identity as well as promoting their jewellery; specifically focusing on releasing an advert and PR campaign around Christmas time.
The concept focuses on the expression of gender neutrality and the values that ‘All We Are’ encompasses. From this concept, the film encapsulated fun, showing the true joy that ‘All We Are’ jewellery brings to the consumer. From our short film, we then started working on the PR campaign behind it and how we could promote ‘All We Are’ brand. We came up with an inclusive, interactive event which would mirror the feelings created within the film and would allow consumers to have a first-hand feel of ‘All We Are’ Products. Alongside this, we devised different PR boxes that would be sent out to specific people whom we felt really matched the ‘All We Are’ consumer profile.
This project taught me the importance of understanding your consumer and how to bring a concept to life.
‘All We Are’ is celebrated for being a brand for everyone. It expresses the importance of self-love and its’ rebellious nature. To further the idea of how jewellery brings joy to the consumer, we wanted this to be evident in our final concept board. Following the inspiration from ‘Lost in Translation’ (2003), the concept board incorporated the idea of a ‘pink moment’, expressing a powerful moment surrounding the feeling of joy. The idea of jewellery creating this new confidence is something we took forward with our concept and film, translating what ‘All We Are’ is about.
