https://jackballsmith.com Jack Ball-Smith Wed, 18 Jan 2023 01:57:22 +0000 https://jackballsmith.com en https://jackballsmith.com/I-Your-Daily-Dilemma-Answered Wed, 11 Jan 2023 16:25:17 +0000 Jack Ball-Smith https://jackballsmith.com/I-Your-Daily-Dilemma-Answered I. Your Daily Dilemma, Answered Concept, copy, and scriptwriting for Freshly’s first-ever integrated brand campaign &amp; TV spot in 2022.&nbsp; Creative was rooted in the insight that we make an average of 35,000 decisions a day—leading to decision fatigue and information overload, especially by the time dinner rolls around. <img width="4268" height="2124" width_o="4268" height_o="2124" data-src="https://freight.cargo.site/t/original/i/5c2adc314654f39340f75a2507a50dea8cfe5cbba9e2414b36dd845368f6cd15/Screen-Shot-2023-01-12-at-3.04.38-PM.png" data-mid="164519112" border="0" alt="A bold and eccentric list of everyday questions we ask ourselves like 'What should I wear today' and 'What's a Doja Cat?'?" data-caption="A bold and eccentric list of everyday questions we ask ourselves like 'What should I wear today' and 'What's a Doja Cat?'?" src="https://freight.cargo.site/w/1000/i/5c2adc314654f39340f75a2507a50dea8cfe5cbba9e2414b36dd845368f6cd15/Screen-Shot-2023-01-12-at-3.04.38-PM.png" /> With a light-hearted approach to a relatable frustration, we presented Freshly as the effortless answer to Americans’ daily “What’s for Dinner?” dilemmas—playfully suggesting that while life can be overwhelming, mealtime doesn’t have to be. <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6f7c02f56852300f3f4e5eb1a8cb531e23a87dc9282ce1952f422de271317c7d/Q2_ExpressionsGIFs_Will-V1.gif" data-mid="164521400" border="0" src="https://freight.cargo.site/w/1000/i/6f7c02f56852300f3f4e5eb1a8cb531e23a87dc9282ce1952f422de271317c7d/Q2_ExpressionsGIFs_Will-V1.gif" /> <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/ce3918a8f571df45664a5de39335e8f2f7d72801ccb2a33e4d82c6b4d11a0381/Q2_ExpressionGIFs_Linda-V1.gif" data-mid="164521399" border="0" src="https://freight.cargo.site/w/1000/i/ce3918a8f571df45664a5de39335e8f2f7d72801ccb2a33e4d82c6b4d11a0381/Q2_ExpressionGIFs_Linda-V1.gif" /> <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/9e645ce4260d2f0d0f361d39bb9342a9e8d814e2984f1dee7c626cd1c3ba7fb1/Q2_ExpressionsGIFs_Kat-V1.gif" data-mid="164521405" border="0" src="https://freight.cargo.site/w/1000/i/9e645ce4260d2f0d0f361d39bb9342a9e8d814e2984f1dee7c626cd1c3ba7fb1/Q2_ExpressionsGIFs_Kat-V1.gif" /> &nbsp; The spot aired nationally and included :30, :15 and :06 versions appearing on TV, DRTV, pre-roll, paid social, Hulu, and YouTube. Campaign creative rolled out across channels including content, social, email, PR, and display. <img width="2500" height="3750" width_o="2500" height_o="3750" data-src="https://freight.cargo.site/t/original/i/79401a350cf6765b304f75fba5e8d60e51b2a9e71555e3e2baf5c8611ce69dfb/2022_Q2-Marketing_Life_s-Dilemma_Delivery_Perspective_002_x1a.jpeg" data-mid="164530817" border="0" alt="A woman in a blue jacket kneels down to pick up a just-delivered box of Freshly meals from her doorstep." data-caption="A woman in a blue jacket kneels down to pick up a just-delivered box of Freshly meals from her doorstep." src="https://freight.cargo.site/w/1000/i/79401a350cf6765b304f75fba5e8d60e51b2a9e71555e3e2baf5c8611ce69dfb/2022_Q2-Marketing_Life_s-Dilemma_Delivery_Perspective_002_x1a.jpeg" /> <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/67ac5398726aaca01c7fee0e061eca7b18418cf68940e481b9ccf53638b392d0/Freshly-7.jpeg" data-mid="164530790" border="0" alt="A lady pulls a delicious strand of noodles from an appetizing bowl of food using periwinkle blue chopsticks. " data-caption="A lady pulls a delicious strand of noodles from an appetizing bowl of food using periwinkle blue chopsticks. " src="https://freight.cargo.site/w/1000/i/67ac5398726aaca01c7fee0e061eca7b18418cf68940e481b9ccf53638b392d0/Freshly-7.jpeg" /> <img width="1200" height="1800" width_o="1200" height_o="1800" data-src="https://freight.cargo.site/t/original/i/f535ce7c7078e8ec8b9e41fabbf9455db01dd8b44bb93af236fa40d041f1e24d/Fridge_Interaction_GIF_FULL.gif" data-mid="164531051" border="0" alt="An animation of an appealing looking fridge being magically filled with a stack of Freshly sleeves next to other fresh produce. " data-caption="An animation of an appealing looking fridge being magically filled with a stack of Freshly sleeves next to other fresh produce. " src="https://freight.cargo.site/w/1000/i/f535ce7c7078e8ec8b9e41fabbf9455db01dd8b44bb93af236fa40d041f1e24d/Fridge_Interaction_GIF_FULL.gif" /> <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/b2808cb5fc6db0f8a767c8e71f4cd091034f50811757dbd6e5014bea16a99cef/Freshly-8.jpeg" data-mid="164530914" border="0" src="https://freight.cargo.site/w/1000/i/b2808cb5fc6db0f8a767c8e71f4cd091034f50811757dbd6e5014bea16a99cef/Freshly-8.jpeg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/7746732ffac0e5dfd48e18a5a8b0fdf75af2cc3ecceed200b974ba2c85b761b9/2022_Q2-Marketing_Life_s-Dilemma_Microwave_Interior_129_x1b.jpeg" data-mid="164531400" border="0" alt="A woman pulls a freshly-cooked meal from a microwave smiling; shot from the perspective of inside the microwave looking out. " data-caption="A woman pulls a freshly-cooked meal from a microwave smiling; shot from the perspective of inside the microwave looking out. " src="https://freight.cargo.site/w/1000/i/7746732ffac0e5dfd48e18a5a8b0fdf75af2cc3ecceed200b974ba2c85b761b9/2022_Q2-Marketing_Life_s-Dilemma_Microwave_Interior_129_x1b.jpeg" /> <img width="2500" height="1667" width_o="2500" height_o="1667" data-src="https://freight.cargo.site/t/original/i/4fdd8af24a5c75e6b05bd1b1cf29606dc37050d33d8a55863ebc01e91b6caa93/2022_Q2-Marketing_Life_s-Dilemma_Expression_Exhausted_FullBody_063_x2.jpeg" data-mid="164531150" border="0" alt="An exhausted man face-plants on a couch in his living room. " data-caption="An exhausted man face-plants on a couch in his living room. " src="https://freight.cargo.site/w/1000/i/4fdd8af24a5c75e6b05bd1b1cf29606dc37050d33d8a55863ebc01e91b6caa93/2022_Q2-Marketing_Life_s-Dilemma_Expression_Exhausted_FullBody_063_x2.jpeg" /> <img width="512" height="512" width_o="512" height_o="512" data-src="https://freight.cargo.site/t/original/i/5b9db63f5df49a5322aba63a2ac51e27fa4cfd186955b18dc02048e424abacf7/unnamed-6.gif" data-mid="164531553" border="0" alt="An animation of someone pulling a Freshly tray from a stack of meals inside a fridge." data-caption="An animation of someone pulling a Freshly tray from a stack of meals inside a fridge." src="https://freight.cargo.site/w/512/i/5b9db63f5df49a5322aba63a2ac51e27fa4cfd186955b18dc02048e424abacf7/unnamed-6.gif" /> <img width="1200" height="1324" width_o="1200" height_o="1324" data-src="https://freight.cargo.site/t/original/i/acc73a84c46f6d964375b21d4fdf601edc5f248a3eebdd7dbc3c8f4b2bb00a53/Copy-of-Q2-Campaign_Recap.jpg" data-mid="164531513" border="0" alt="An email module featuring a delicious meal and a headline that reads: 50+ Nutritious Options. 0 Mealtime dilemmas. " data-caption="An email module featuring a delicious meal and a headline that reads: 50+ Nutritious Options. 0 Mealtime dilemmas. " src="https://freight.cargo.site/w/1000/i/acc73a84c46f6d964375b21d4fdf601edc5f248a3eebdd7dbc3c8f4b2bb00a53/Copy-of-Q2-Campaign_Recap.jpg" /> <img width="600" height="954" width_o="600" height_o="954" data-src="https://freight.cargo.site/t/original/i/0b8fe8c2a639bf23cd5562cc9634c0bbcfe50a3baf171b38e245d64f160560dd/Q2email.jpg" data-mid="164531525" border="0" alt="An email with a closeup plated shot of Penne bolognese with a perfect forkful being lifted. " data-caption="An email with a closeup plated shot of Penne bolognese with a perfect forkful being lifted. " src="https://freight.cargo.site/w/600/i/0b8fe8c2a639bf23cd5562cc9634c0bbcfe50a3baf171b38e245d64f160560dd/Q2email.jpg" /> <img width="1426" height="2550" width_o="1426" height_o="2550" data-src="https://freight.cargo.site/t/original/i/fd106201afd02e56ccb660d1adeeeda96c240e9d6cb6aff80d79c6a43ae0a240/Screen-Shot-2023-01-12-at-3.03.22-PM.png" data-mid="164531534" border="0" alt="A Facebook ad showing a woman pulling out a meal from a microwave from the perspective of inside the microwave. " data-caption="A Facebook ad showing a woman pulling out a meal from a microwave from the perspective of inside the microwave. " src="https://freight.cargo.site/w/1000/i/fd106201afd02e56ccb660d1adeeeda96c240e9d6cb6aff80d79c6a43ae0a240/Screen-Shot-2023-01-12-at-3.03.22-PM.png" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/f457a33b6594b8a63c1635d41458db4b104f87e436fd7b17affff00d44e3a2cd/ig-feed-meme-4.jpeg" data-mid="164531536" border="0" alt="A tweet overlaid on top of imagery of a full fridge; the tweet reads: Can't believe I have to decide what to eat everyday for the rest of my life!" data-caption="A tweet overlaid on top of imagery of a full fridge; the tweet reads: Can't believe I have to decide what to eat everyday for the rest of my life!" src="https://freight.cargo.site/w/800/i/f457a33b6594b8a63c1635d41458db4b104f87e436fd7b17affff00d44e3a2cd/ig-feed-meme-4.jpeg" /> <img width="800" height="800" width_o="800" height_o="800" data-src="https://freight.cargo.site/t/original/i/a169304fdad487a8ce6407bfb8efeb8363f5a22368a9789afa108dfb1dc828f6/ig-feed-meme-d5-7.gif" data-mid="164531542" border="0" alt="A tweet is surrounded by animated SMS text bubbles that read 'What's for dinner?'; teh tweet reads: I'm officially a wife. Alec is now hitting me with the &quot;what's for dinner?&quot; texts. " data-caption="A tweet is surrounded by animated SMS text bubbles that read 'What's for dinner?'; teh tweet reads: I'm officially a wife. Alec is now hitting me with the &quot;what's for dinner?&quot; texts. " src="https://freight.cargo.site/w/800/i/a169304fdad487a8ce6407bfb8efeb8363f5a22368a9789afa108dfb1dc828f6/ig-feed-meme-d5-7.gif" /> <img width="512" height="341" width_o="512" height_o="341" data-src="https://freight.cargo.site/t/original/i/b6974e91f52a6aec8034e2083db1c6524bef335150f87f8ed355cd35d73e8413/unnamed-5.gif" data-mid="164531616" border="0" src="https://freight.cargo.site/w/512/i/b6974e91f52a6aec8034e2083db1c6524bef335150f87f8ed355cd35d73e8413/unnamed-5.gif" /> <img width="2500" height="1666" width_o="2500" height_o="1666" data-src="https://freight.cargo.site/t/original/i/a65ada19f35a036edf4f345bb1607af3800c27135785f6bcac77c098d7885e29/2022_Q2-Marketing_Life_s-Dilemma_Duo_Casual_110_x1b.jpeg" data-mid="164531904" border="0" alt="A mid-50s couple laughing and enjoying fully-prepared Freshly meals on the couch." data-caption="A mid-50s couple laughing and enjoying fully-prepared Freshly meals on the couch." src="https://freight.cargo.site/w/1000/i/a65ada19f35a036edf4f345bb1607af3800c27135785f6bcac77c098d7885e29/2022_Q2-Marketing_Life_s-Dilemma_Duo_Casual_110_x1b.jpeg" /> CAMPAIGNACD, Copy: Jack Ball-SmithACD: Ryan Fetters, Stephanie BurnsSenior CD: Kate KeparutisExecutive Producer: Shidume Lozada Designers: Andrea Celis, Julia Balducci Senior Copywriter: Christian Villodas Photography: Nicholas Scarpinato&nbsp; Food Stylist: Tyna HoangProp Stylist:&nbsp;Beatrice Chastka TVC ACD, Copy: Jack Ball-SmithACD, Brand: Ryan Fetters&nbsp;Senior CD: Kate Keparutis Prod Co: Avocados and CoconutsEP: Dalia Burde, Shidume LozadaProducer: Cory DesrosiersDirector: Adam PatchDP: August Thurmer&nbsp; Production Designer: Brad BaileyEditor: Dana ShawColor: Marshall PlanteSound Mix: Matt WoodFood Stylist: Tyna Hoang Wardrobe Stylist: Alisha Golden&nbsp;Post Producer: Jessica Kenney https://jackballsmith.com/II-Of-Muse-Myth Thu, 05 Jan 2023 15:54:41 +0000 Jack Ball-Smith https://jackballsmith.com/II-Of-Muse-Myth II. Of Muse &amp; Myth <img width="1856" height="1282" width_o="1856" height_o="1282" data-src="https://freight.cargo.site/t/original/i/c9cefdc6b8877716c05fa6c96f6d8061d4695f4a3f1978b8e4029948810c9d93/GK-OfMuseandMyth-01.png" data-mid="164242292" border="0" alt="Stylised landscape of five Aesop gift kits, featuring products and illustrations by Giovanni Garcia-Fenech." data-caption="Stylised landscape of five Aesop gift kits, featuring products and illustrations by Giovanni Garcia-Fenech." src="https://freight.cargo.site/w/1000/i/c9cefdc6b8877716c05fa6c96f6d8061d4695f4a3f1978b8e4029948810c9d93/GK-OfMuseandMyth-01.png" /> Concept and copy for ‘Of Muse and Myth’—Aesop’s worldwide holiday campaign for the 2019-20 gift-giving season. <img width="1856" height="1282" width_o="1856" height_o="1282" data-src="https://freight.cargo.site/t/original/i/6145c9f94b8b214998b67e9eea439b63a45be031ec08834df5fa75e0075ce5e6/GK-OfMuseandMyth-017.png" data-mid="164245504" border="0" alt="Stylized product shot of 'The Humourist' Gift Kit featuring a playful orange-toned set with spheres and arches." data-caption="Stylized product shot of 'The Humourist' Gift Kit featuring a playful orange-toned set with spheres and arches." src="https://freight.cargo.site/w/1000/i/6145c9f94b8b214998b67e9eea439b63a45be031ec08834df5fa75e0075ce5e6/GK-OfMuseandMyth-017.png" /> Inspired by Aesop’s twin interests in Greek history and the arts, we (&nbsp;playfully) paid homage to five of the nine ancient Greek Muses—the goddesses of the arts, honoured since antiquity as inspirations in culture, literature and creativity. <img width="1728" height="1053" width_o="1728" height_o="1053" data-src="https://freight.cargo.site/t/original/i/da92734b70204802e81307720b8d893f13c35cabce6ea7d194f38e468464511b/giftkitsGIF.gif" data-mid="164258983" border="0" alt="Animation of the campaign concept, showing quick snapshots of mood boards, write-ups and creative process." data-caption="Animation of the campaign concept, showing quick snapshots of mood boards, write-ups and creative process." src="https://freight.cargo.site/w/1000/i/da92734b70204802e81307720b8d893f13c35cabce6ea7d194f38e468464511b/giftkitsGIF.gif" /> Alongside set design by Sonia Rentsch and photography by Robin Stein, we commissioned New York-based artist Giovanni Garcia-Fenech to create a suite of original illustrations of the iconic Muses of music, dance, history, comedy, and epic poetry, alongside their associated symbols. <img width="2934" height="2564" width_o="2934" height_o="2564" data-src="https://freight.cargo.site/t/original/i/8155ce7216b50e73f1fa4b4d0f2cb742c105c345d9a308b012b32de7be6206cc/Screen-Shot-2023-01-10-at-11.15.47-AM.png" data-mid="164245869" border="0" alt="Playful illustration of Thalia and her signature comedic mask." data-caption="Playful illustration of Thalia and her signature comedic mask." src="https://freight.cargo.site/w/1000/i/8155ce7216b50e73f1fa4b4d0f2cb742c105c345d9a308b012b32de7be6206cc/Screen-Shot-2023-01-10-at-11.15.47-AM.png" /> <img width="2940" height="2570" width_o="2940" height_o="2570" data-src="https://freight.cargo.site/t/original/i/7cb652092766e6a362b83cd5401aa537eaafefa7af8ffc9417e94ecf00995a74/Screen-Shot-2023-01-10-at-11.17.24-AM.png" data-mid="164245946" border="0" alt="New York-based artist Giovanni Garcia-Fenech&rsquo;s original illustration of Clio, the Muse of history, and her symbolic historical book.." data-caption="New York-based artist Giovanni Garcia-Fenech’s original illustration of Clio, the Muse of history, and her symbolic historical book.." src="https://freight.cargo.site/w/1000/i/7cb652092766e6a362b83cd5401aa537eaafefa7af8ffc9417e94ecf00995a74/Screen-Shot-2023-01-10-at-11.17.24-AM.png" /> <img width="2938" height="2570" width_o="2938" height_o="2570" data-src="https://freight.cargo.site/t/original/i/e238e40f16b8ae354f930e20f6260ceb82f3e69fc55bec68b717ad9ab2031478/Screen-Shot-2023-01-10-at-11.16.20-AM.png" data-mid="164245879" border="0" alt=" Illustration of Terpsichore, the Muse of Dance, and her accompanying lyre." data-caption=" Illustration of Terpsichore, the Muse of Dance, and her accompanying lyre." src="https://freight.cargo.site/w/1000/i/e238e40f16b8ae354f930e20f6260ceb82f3e69fc55bec68b717ad9ab2031478/Screen-Shot-2023-01-10-at-11.16.20-AM.png" /> <img width="2934" height="2562" width_o="2934" height_o="2562" data-src="https://freight.cargo.site/t/original/i/bcab7ae48cc4b8b8ae2521b957542aaf3d8f01427d37b071879b5194950492bf/Screen-Shot-2023-01-10-at-11.15.17-AM.png" data-mid="164245860" border="0" alt="A green-toned illustration of 'Calliope' the ancient Greek muse of epic poetry; she holds a stone tablet and stylus. " data-caption="A green-toned illustration of 'Calliope' the ancient Greek muse of epic poetry; she holds a stone tablet and stylus. " src="https://freight.cargo.site/w/1000/i/bcab7ae48cc4b8b8ae2521b957542aaf3d8f01427d37b071879b5194950492bf/Screen-Shot-2023-01-10-at-11.15.17-AM.png" /><img width="2942" height="2568" width_o="2942" height_o="2568" data-src="https://freight.cargo.site/t/original/i/490f5a322db24bb94ddab6e483dfd25e27b7aa02d8b4e5c3bc71c2369db92644/Screen-Shot-2023-01-10-at-11.16.50-AM.png" data-mid="164245920" border="0" alt=" Stylized illustration of the Muse of music, Euterpe. She is reclining and playing an 'aulos' or double-flute. " data-caption=" Stylized illustration of the Muse of music, Euterpe. She is reclining and playing an 'aulos' or double-flute. " src="https://freight.cargo.site/w/1000/i/490f5a322db24bb94ddab6e483dfd25e27b7aa02d8b4e5c3bc71c2369db92644/Screen-Shot-2023-01-10-at-11.16.50-AM.png" /> Inspired by early modernism and the ancient Greek ceramic-painting style, his playful figures brought delight to the eyes and smiles to lips, mirroring the mischievous side of the mythological gods. <img width="1558" height="2688" width_o="1558" height_o="2688" data-src="https://freight.cargo.site/t/original/i/4105b5bb6e0803d3a46cd03a9922353814a1af13114cbfee32ae9d3fefc047f8/Screen-Shot-2023-01-10-at-11.19.03-AM.png" data-mid="164259770" border="0" alt="A Product detail page for the Humourist gift kit, showing directions, price, and pairings. " data-caption="A Product detail page for the Humourist gift kit, showing directions, price, and pairings. " src="https://freight.cargo.site/w/1000/i/4105b5bb6e0803d3a46cd03a9922353814a1af13114cbfee32ae9d3fefc047f8/Screen-Shot-2023-01-10-at-11.19.03-AM.png" /> Storytelling amplified across in-store, online, and social with joyful extensions that celebrated the power and potency of a smile in navigating not only the holiday season, but also the ups and downs of daily life.&nbsp; &nbsp; <img width="518" height="518" width_o="518" height_o="518" data-src="https://freight.cargo.site/t/original/i/d1408267e1b25212d0dc669a65d24e063aaf2658ac531965b4442226fd56c7c7/The-Reveller_03.gif" data-mid="164259939" border="0" alt="Playful animation of 'The Reveller' Muse of dance - moving through arches." data-caption="Playful animation of 'The Reveller' Muse of dance - moving through arches." src="https://freight.cargo.site/w/518/i/d1408267e1b25212d0dc669a65d24e063aaf2658ac531965b4442226fd56c7c7/The-Reveller_03.gif" /> <img width="891" height="1282" width_o="891" height_o="1282" data-src="https://freight.cargo.site/t/original/i/ecfaabc455e91de3fc24b977761862a5cd06d35cfa857fefbf66d54b1c76fa89/GK-OfMuseandMyth-0123.png" data-mid="164259910" border="0" alt="In-store visual merchandising installation featuring peach-toned spheres of different sizes resting on a podium. " data-caption="In-store visual merchandising installation featuring peach-toned spheres of different sizes resting on a podium. " src="https://freight.cargo.site/w/891/i/ecfaabc455e91de3fc24b977761862a5cd06d35cfa857fefbf66d54b1c76fa89/GK-OfMuseandMyth-0123.png" /> <img width="828" height="1792" width_o="828" height_o="1792" data-src="https://freight.cargo.site/t/original/i/20aa8c4585b18ce1842f21aeee919d0fbd5825538430be4da84a56b9b26df0f4/IMG_1324.PNG" data-mid="164259895" border="0" alt="An instagram grid featuring imagery from Aesop's 'Of Muse &amp; Myth' holiday campaign." data-caption="An instagram grid featuring imagery from Aesop's 'Of Muse &amp; Myth' holiday campaign." src="https://freight.cargo.site/w/828/i/20aa8c4585b18ce1842f21aeee919d0fbd5825538430be4da84a56b9b26df0f4/IMG_1324.PNG" /> <img width="840" height="904" width_o="840" height_o="904" data-src="https://freight.cargo.site/t/original/i/3c0325696b3110629ba93314177d023c8078a55a6571d0526b083684a3255ddf/Screen-Shot-2023-01-10-at-11.20.31-AM.png" data-mid="164259861" border="0" alt="An email featuring small Aesop gifts and stocking stuffers" data-caption="An email featuring small Aesop gifts and stocking stuffers" src="https://freight.cargo.site/w/840/i/3c0325696b3110629ba93314177d023c8078a55a6571d0526b083684a3255ddf/Screen-Shot-2023-01-10-at-11.20.31-AM.png" /> <img width="508" height="1758" width_o="508" height_o="1758" data-src="https://freight.cargo.site/t/original/i/88ad4020c83a2d40a01ceded7d0affbcd1e807d985b9fbbc3477303ce57a0686/Screen-Shot-2023-01-10-at-11.20.09-AM.png" data-mid="164259875" border="0" alt="A thematic email for gift giving based on skin and personal care categories like home, face, and body." data-caption="A thematic email for gift giving based on skin and personal care categories like home, face, and body." src="https://freight.cargo.site/w/508/i/88ad4020c83a2d40a01ceded7d0affbcd1e807d985b9fbbc3477303ce57a0686/Screen-Shot-2023-01-10-at-11.20.09-AM.png" /> <img width="891" height="1282" width_o="891" height_o="1282" data-src="https://freight.cargo.site/t/original/i/b9c3e382b14498ff513c468b7313f37b027051560025eea6621618dbbfe1dd34/GK-OfMuseandMyth-01-1.png" data-mid="164259940" border="0" alt="In-store visual merchandising installation featuring gift kits on shelves with architectural arches and stairs made from painted plywood" data-caption="In-store visual merchandising installation featuring gift kits on shelves with architectural arches and stairs made from painted plywood" src="https://freight.cargo.site/w/891/i/b9c3e382b14498ff513c468b7313f37b027051560025eea6621618dbbfe1dd34/GK-OfMuseandMyth-01-1.png" /> <img width="518" height="518" width_o="518" height_o="518" data-src="https://freight.cargo.site/t/original/i/48bf7afa3703b1e71379109d7e7fa4f1ea1290ca45e31afa5f31cfd245a51bdb/The_Orator_POST_04.gif" data-mid="164259938" border="0" alt="Playful animation of 'The Orator' Muse of epic poetry - writing on her stone tablet." data-caption="Playful animation of 'The Orator' Muse of epic poetry - writing on her stone tablet." src="https://freight.cargo.site/w/518/i/48bf7afa3703b1e71379109d7e7fa4f1ea1290ca45e31afa5f31cfd245a51bdb/The_Orator_POST_04.gif" /> <img width="2268" height="2282" width_o="2268" height_o="2282" data-src="https://freight.cargo.site/t/original/i/633063ceb7421303848b4c1ee113d605e4c85601d7dc005a2c34b5a981197656/Screen-Shot-2023-01-10-at-2.13.54-PM.png" data-mid="164260919" border="0" alt="A store-front image highlighting a display of hanging green spheres with a campaign vinyl: 'Five Mythical Gift Kits' " data-caption="A store-front image highlighting a display of hanging green spheres with a campaign vinyl: 'Five Mythical Gift Kits' " src="https://freight.cargo.site/w/1000/i/633063ceb7421303848b4c1ee113d605e4c85601d7dc005a2c34b5a981197656/Screen-Shot-2023-01-10-at-2.13.54-PM.png" /> <img width="518" height="518" width_o="518" height_o="518" data-src="https://freight.cargo.site/t/original/i/6421f1973d77fa76b74292199ba83004d289970c71af5f2f583199d0f2b22dbb/The_Humourist_POST_04.gif" data-mid="165875445" border="0" alt="Playful animation of 'The Humourist' Muse of comedy - playing with her comedic mask." data-caption="Playful animation of 'The Humourist' Muse of comedy - playing with her comedic mask." src="https://freight.cargo.site/w/518/i/6421f1973d77fa76b74292199ba83004d289970c71af5f2f583199d0f2b22dbb/The_Humourist_POST_04.gif" /> <img width="1856" height="1282" width_o="1856" height_o="1282" data-src="https://freight.cargo.site/t/original/i/9bf841d8049fd2d79f23e4d8fe9a5d3b15819ccad71cd3e2326811e34893adad/GK-OfMuseandMyth-013.png" data-mid="164260365" border="0" alt="A green-themed product image of 'The Orator' Gift Kit featuring spheres, Aesop products, and a reusable amenity case." data-caption="A green-themed product image of 'The Orator' Gift Kit featuring spheres, Aesop products, and a reusable amenity case." src="https://freight.cargo.site/w/1000/i/9bf841d8049fd2d79f23e4d8fe9a5d3b15819ccad71cd3e2326811e34893adad/GK-OfMuseandMyth-013.png" /> Copy: Jack Ball-Smith Art Direction: Camille Legrand Project Manager &amp; Producer: Jessica Galvan Photography:&nbsp;Robin SteinIllustrations: Giovanni Garcia-Fenech Set Design:&nbsp;Sonia Rentsch Visual Merchandising: Carolyn Jackson Animations: Romain Verdier https://jackballsmith.com/III-The-Skin-at-Ease Sun, 16 Jun 2019 00:01:17 +0000 Jack Ball-Smith https://jackballsmith.com/III-The-Skin-at-Ease III. The Skin at Ease <img width="1059" height="742" width_o="1059" height_o="742" data-src="https://freight.cargo.site/t/original/i/d698ebbdfa18f85f4c3eda35843dc112516f8e2bdb118352e36aa31a0a30a75c/Screen-Shot-2019-06-26-at-7.26.27-PM.png" data-mid="45519460" border="0" alt="A person with well-maintained skin appears at ease; light falls across their face like a gentle caress. Overlaid copy reads: The skin at ease, Gentle Facial Cleansing Milk. " data-caption="A person with well-maintained skin appears at ease; light falls across their face like a gentle caress. Overlaid copy reads: The skin at ease, Gentle Facial Cleansing Milk. " src="https://freight.cargo.site/w/1000/i/d698ebbdfa18f85f4c3eda35843dc112516f8e2bdb118352e36aa31a0a30a75c/Screen-Shot-2019-06-26-at-7.26.27-PM.png" /> Concept and copy for a global product campaign spanning in-store retail, print, digital, and social for the launch of Aesop’s first milk-format facial cleanser. Creative and storytelling was centered around the idea that the cleanser offers a moment of calm in one’s daily routine, by virtue of its delicate and gentle nature. <img width="549" height="748" width_o="549" height_o="748" data-src="https://freight.cargo.site/t/original/i/21c6e57194ccf11988fefb89ee97831be5bbe91985aad6fc90be1c1d4d8df2c9/Screen-Shot-2019-06-26-at-7.37.31-PM.png" data-mid="45519622" border="0" alt="A stylized shot of the Gentle Facial Cleansing Milk bottle, with light illuminating the product label. Copy reads: Cleansing with a light touch. " data-caption="A stylized shot of the Gentle Facial Cleansing Milk bottle, with light illuminating the product label. Copy reads: Cleansing with a light touch. " src="https://freight.cargo.site/w/549/i/21c6e57194ccf11988fefb89ee97831be5bbe91985aad6fc90be1c1d4d8df2c9/Screen-Shot-2019-06-26-at-7.37.31-PM.png" /> <img width="543" height="745" width_o="543" height_o="745" data-src="https://freight.cargo.site/t/original/i/9d2f4c51653c1424d3d2ef5fe21e1c1dd9b2cd737893b37dc191937a2a923c80/Screen-Shot-2019-06-26-at-7.40.10-PM.png" data-mid="45519687" border="0" alt="A tightly cropped profile of a person&rsquo;s face, neck, and shoulder. Light falls softly across their skin." data-caption="A tightly cropped profile of a person’s face, neck, and shoulder. Light falls softly across their skin." src="https://freight.cargo.site/w/543/i/9d2f4c51653c1424d3d2ef5fe21e1c1dd9b2cd737893b37dc191937a2a923c80/Screen-Shot-2019-06-26-at-7.40.10-PM.png" /> Bathed in a soft caress of light and stripped of visual distraction, the campaign exudes a sense of calm, connecting the act of cleansing with the milk to a gentle moment for the self and the skin. Campaign imagery was lensed by French photographer Gregoire Alexandre, with styling by Sonia Rentsch.&nbsp; <img width="1439" height="2210" width_o="1439" height_o="2210" data-src="https://freight.cargo.site/t/original/i/39fa2ba96b5b742c6b5ea2158d1b1f902fe2c585dffa94509dc7a09037dd3806/homepage.jpg" data-mid="45519867" border="0" alt="Screen capture of the Aesop homepage featuring campaign imagery and copy." data-caption="Screen capture of the Aesop homepage featuring campaign imagery and copy." src="https://freight.cargo.site/w/1000/i/39fa2ba96b5b742c6b5ea2158d1b1f902fe2c585dffa94509dc7a09037dd3806/homepage.jpg" /> <img width="1433" height="4238" width_o="1433" height_o="4238" data-src="https://freight.cargo.site/t/original/i/e8b701dfb756da9522eea37e5c3fbb1623cf1cdcebe693c3a7c49caf12a9cb29/landingpage.jpg" data-mid="45520038" border="0" alt="Screen capture of a landing page showing close-up texture shots of Aesop cleansing products. " data-caption="Screen capture of a landing page showing close-up texture shots of Aesop cleansing products. " src="https://freight.cargo.site/w/1000/i/e8b701dfb756da9522eea37e5c3fbb1623cf1cdcebe693c3a7c49caf12a9cb29/landingpage.jpg" /> Campaign Landing Page. View the live site ︎ <img width="839" height="2766" width_o="839" height_o="2766" data-src="https://freight.cargo.site/t/original/i/ebd49be318c241507527f1ba98d6ff19fb070dae9a8e5edbda33d6db734c698a/email1.jpg" data-mid="45519944" border="0" data-scale="93" alt="An email for Gentle Facial Cleansing Milk, featuring campaign imagery in soft peach tones. " data-caption="An email for Gentle Facial Cleansing Milk, featuring campaign imagery in soft peach tones. " src="https://freight.cargo.site/w/839/i/ebd49be318c241507527f1ba98d6ff19fb070dae9a8e5edbda33d6db734c698a/email1.jpg" /> <img width="497" height="704" width_o="497" height_o="704" data-src="https://freight.cargo.site/t/original/i/dcfe0459d7718b9090721bd205e0df1cb77152f2e7dcf961897204eeaac624bf/Screen-Shot-2019-06-26-at-7.55.40-PM.png" data-mid="45519981" border="0" alt="Campaign poster featuring a short passage of text explaining Aesop's approach to cleansing. " data-caption="Campaign poster featuring a short passage of text explaining Aesop's approach to cleansing. " src="https://freight.cargo.site/w/497/i/dcfe0459d7718b9090721bd205e0df1cb77152f2e7dcf961897204eeaac624bf/Screen-Shot-2019-06-26-at-7.55.40-PM.png" /> <img width="450" height="600" width_o="450" height_o="600" data-src="https://freight.cargo.site/t/original/i/9fb2984c047233634532f313b02ad41b07660fbe676f19f213af813a1e6f3951/IMG_3917.jpg" data-mid="45519988" border="0" alt="Aesop window display featuring handmade wax bowls in various skin tones" data-caption="Aesop window display featuring handmade wax bowls in various skin tones" src="https://freight.cargo.site/w/450/i/9fb2984c047233634532f313b02ad41b07660fbe676f19f213af813a1e6f3951/IMG_3917.jpg" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/4a30eb2bc0a9a18dd5e909b844ce968ee23700bdbe1ce817f51bb728a2eebf38/CleansingMilk_Phone5.png" data-mid="46737313" border="0" src="https://freight.cargo.site/w/1000/i/4a30eb2bc0a9a18dd5e909b844ce968ee23700bdbe1ce817f51bb728a2eebf38/CleansingMilk_Phone5.png" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/38a54563b754bc90c0d3f9d77f74b4450f7786baa7a4e2a3f167f1752c9f9e29/CleansingMilk_Phone6.png" data-mid="46737315" border="0" alt="A phone screen showing an instagram post of a tightly cropped face, neck &amp; shoulder bathed in soft light." data-caption="A phone screen showing an instagram post of a tightly cropped face, neck &amp; shoulder bathed in soft light." src="https://freight.cargo.site/w/1000/i/38a54563b754bc90c0d3f9d77f74b4450f7786baa7a4e2a3f167f1752c9f9e29/CleansingMilk_Phone6.png" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/1eb4c6ed34530d24d14ed16351775fec242765cb1f90ea47660db135364d2ca1/CleansingMilk_Phone4.png" data-mid="46737320" border="0" alt="A phone screen showing an instagram post of the oversized demonstration sink at Aesop Le Marais, Paris. " data-caption="A phone screen showing an instagram post of the oversized demonstration sink at Aesop Le Marais, Paris. " src="https://freight.cargo.site/w/1000/i/1eb4c6ed34530d24d14ed16351775fec242765cb1f90ea47660db135364d2ca1/CleansingMilk_Phone4.png" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/a14d54a33cff57d8b7b33c104a608d6e05b5aa1bacfb412624044afa916d022d/CleansingMilk_Phone7.png" data-mid="46737321" border="0" alt="A phone screen showing an instagram post of a product bottle with stylized shadows behind it." data-caption="A phone screen showing an instagram post of a product bottle with stylized shadows behind it." src="https://freight.cargo.site/w/1000/i/a14d54a33cff57d8b7b33c104a608d6e05b5aa1bacfb412624044afa916d022d/CleansingMilk_Phone7.png" /> <img width="2667" height="1667" width_o="2667" height_o="1667" data-src="https://freight.cargo.site/t/original/i/809e472b7c0d91784bddec63992d6c473ededb80969c23f6b1d7d25502a55468/JBS_PORTFOLIO_07132019_Page_22.jpg" data-mid="46631649" border="0" alt="A campaign poster in situ within a store. A POS is in the foreground and product shelving is in the background. " data-caption="A campaign poster in situ within a store. A POS is in the foreground and product shelving is in the background. " src="https://freight.cargo.site/w/1000/i/809e472b7c0d91784bddec63992d6c473ededb80969c23f6b1d7d25502a55468/JBS_PORTFOLIO_07132019_Page_22.jpg" /> Copy: Jack Ball-SmithArt Direction: Camille Legrand Project Manager &amp; Producer: Jessica Galvan Photography: Gregoire AlexandreStylist: Sonia Rentsch https://jackballsmith.com/IV-Freshly-Brand-Voice Wed, 18 Jan 2023 01:57:22 +0000 Jack Ball-Smith https://jackballsmith.com/IV-Freshly-Brand-Voice IV. Freshly Brand Voice&nbsp; <img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/a524bb5f28af0f7659c2f230f35d82ffff3ba0edace117a70459ad1df5dbb840/JBSBrandMock.jpg" data-mid="165098676" border="0" alt="Mockup of Freshly Brand Book with multiple page spreads. Pages feature teh brand's purpose, mission, and promise. " data-caption="Mockup of Freshly Brand Book with multiple page spreads. Pages feature teh brand's purpose, mission, and promise. " src="https://freight.cargo.site/w/1000/i/a524bb5f28af0f7659c2f230f35d82ffff3ba0edace117a70459ad1df5dbb840/JBSBrandMock.jpg" /> Brand building, creative direction, verbal identity, and copywriting for Freshly—a fully-prepared meal delivery service acquired by Nestlé for $1.5B in 2020. &nbsp; <img width="1728" height="965" width_o="1728" height_o="965" data-src="https://freight.cargo.site/t/original/i/5c37d61fd34944d88b1870f038e7e35b9aeb79f720ff57b2f626a904d1318118/Screen-Shot-2023-01-18-at-11.30.16-AM.png" data-mid="165170925" border="0" alt="Three Freshly sleeves lay side by side showing the design progression from 2020 to 2022." data-caption="Three Freshly sleeves lay side by side showing the design progression from 2020 to 2022." src="https://freight.cargo.site/w/1000/i/5c37d61fd34944d88b1870f038e7e35b9aeb79f720ff57b2f626a904d1318118/Screen-Shot-2023-01-18-at-11.30.16-AM.png" /> <img width="1440" height="807" width_o="1440" height_o="807" data-src="https://freight.cargo.site/t/original/i/475218eb9db0641cedede6a5284fe20d4ae6a87a107637690714f14bd4402557/Screen-Shot-2023-01-18-at-7.54.50-PM.png" data-mid="165219716" border="0" alt="Freshly homepage mockup. Headline copy reads: Fully prepped for back-to-back zooms." data-caption="Freshly homepage mockup. Headline copy reads: Fully prepped for back-to-back zooms." src="https://freight.cargo.site/w/1000/i/475218eb9db0641cedede6a5284fe20d4ae6a87a107637690714f14bd4402557/Screen-Shot-2023-01-18-at-7.54.50-PM.png" /> <img width="1440" height="805" width_o="1440" height_o="805" data-src="https://freight.cargo.site/t/original/i/0695c0fefd891eda1ca9e48dd377a382ecbb45b4383da56edecf5470364bf418/Screen-Shot-2023-01-18-at-7.55.12-PM.png" data-mid="165219740" border="0" alt="Freshly homepage mockup. Headline copy reads: Fully prepped for crave-worthy nutrition. " data-caption="Freshly homepage mockup. Headline copy reads: Fully prepped for crave-worthy nutrition. " src="https://freight.cargo.site/w/1000/i/0695c0fefd891eda1ca9e48dd377a382ecbb45b4383da56edecf5470364bf418/Screen-Shot-2023-01-18-at-7.55.12-PM.png" /> <img width="1440" height="808" width_o="1440" height_o="808" data-src="https://freight.cargo.site/t/original/i/6ecec810fb7d20f2dbddecd1e813a98c6c3ee32265c899dc2c0b5abceea315cb/Screen-Shot-2023-01-18-at-7.55.33-PM.png" data-mid="165219742" border="0" alt="Freshly homepage mockup. Headline copy reads: Fully prepped for meal planning on autopilot. " data-caption="Freshly homepage mockup. Headline copy reads: Fully prepped for meal planning on autopilot. " src="https://freight.cargo.site/w/1000/i/6ecec810fb7d20f2dbddecd1e813a98c6c3ee32265c899dc2c0b5abceea315cb/Screen-Shot-2023-01-18-at-7.55.33-PM.png" /> <img width="1440" height="806" width_o="1440" height_o="806" data-src="https://freight.cargo.site/t/original/i/7191510acf644e01b242076ce93de82797e2784215a4df6d8f79a3102053f042/Screen-Shot-2023-01-18-at-7.55.54-PM.png" data-mid="165219747" border="0" alt="Freshly homepage mockup. Headline copy reads: Fully prepped for multi-tasking lunches." data-caption="Freshly homepage mockup. Headline copy reads: Fully prepped for multi-tasking lunches." src="https://freight.cargo.site/w/1000/i/7191510acf644e01b242076ce93de82797e2784215a4df6d8f79a3102053f042/Screen-Shot-2023-01-18-at-7.55.54-PM.png" /> <img width="1440" height="808" width_o="1440" height_o="808" data-src="https://freight.cargo.site/t/original/i/68c63d1e97e3f4b59f77136b8ca7d8c03fdd45145e8d39c44e1e87fcc63db9b6/Screen-Shot-2023-01-18-at-7.55.02-PM.png" data-mid="165219739" border="0" alt="Freshly homepage mockup. Headline copy reads: Fully prepped for when life's busy and you're hungry. " data-caption="Freshly homepage mockup. Headline copy reads: Fully prepped for when life's busy and you're hungry. " src="https://freight.cargo.site/w/1000/i/68c63d1e97e3f4b59f77136b8ca7d8c03fdd45145e8d39c44e1e87fcc63db9b6/Screen-Shot-2023-01-18-at-7.55.02-PM.png" /> <img width="1500" height="937" width_o="1500" height_o="937" data-src="https://freight.cargo.site/t/original/i/a355fdcd8d46181af8bcd6939880e2eac6053b5ff366b02020fbfa2855c56117/jdg-freshly-foodphil2.jpeg" data-mid="165170939" border="0" alt="A spread from Freshly's food philosophy booklet. Headline reads: breaking down the barriers to healthy eating." data-caption="A spread from Freshly's food philosophy booklet. Headline reads: breaking down the barriers to healthy eating." src="https://freight.cargo.site/w/1000/i/a355fdcd8d46181af8bcd6939880e2eac6053b5ff366b02020fbfa2855c56117/jdg-freshly-foodphil2.jpeg" /> As Associate Creative Director for a fast-growing DTC startup, I built a plane while flying it—a delightful and easy-going verbal identity from a once tired brand platform. <img width="864" height="556" width_o="864" height_o="556" data-src="https://freight.cargo.site/t/original/i/d8137be939394021b203f4705fe0c18406a3621bb1fd56a39f4eb31b27473cb9/Freshlywork2.gif" data-mid="165225010" border="0" alt="Animation showing quick snapshots of Freshly Tone of voice &amp; conceptual decks." data-caption="Animation showing quick snapshots of Freshly Tone of voice &amp; conceptual decks." src="https://freight.cargo.site/w/864/i/d8137be939394021b203f4705fe0c18406a3621bb1fd56a39f4eb31b27473cb9/Freshlywork2.gif" /> The new voice and messaging reinvigorated the brand’s presence in the marketplace and aimed to evolve Freshly from being just a functional product people buy, to an effortless way of life they buy into.&nbsp;&nbsp; <img width="864" height="846" width_o="864" height_o="846" data-src="https://freight.cargo.site/t/original/i/a3bce268bea0ae75b08acaa009f4b46b1679b1a6f9ad6a34f7d4e1f6a1ed556c/Screen-Shot-2023-01-17-at-6.34.42-PM.png" data-mid="165225928" border="0" alt="Studio shot of a fork lift from a perfectly plated dish of pasta; copy reads: Take cooking off your plate. " data-caption="Studio shot of a fork lift from a perfectly plated dish of pasta; copy reads: Take cooking off your plate. " src="https://freight.cargo.site/w/864/i/a3bce268bea0ae75b08acaa009f4b46b1679b1a6f9ad6a34f7d4e1f6a1ed556c/Screen-Shot-2023-01-17-at-6.34.42-PM.png" /> <img width="500" height="1466" width_o="500" height_o="1466" data-src="https://freight.cargo.site/t/original/i/461fc2ec7d81aa6c28d399354dc74d3e11e2e37f6bda1167eb6b9edf5298e316/63347102b67764c25cdffdbd_Proteinsandsides1-p-500.jpeg" data-mid="165226385" border="0" alt="Freshly email launching it's add-ons line extension; copy reads: However you want it: Proteins &amp; sides. " data-caption="Freshly email launching it's add-ons line extension; copy reads: However you want it: Proteins &amp; sides. " src="https://freight.cargo.site/w/500/i/461fc2ec7d81aa6c28d399354dc74d3e11e2e37f6bda1167eb6b9edf5298e316/63347102b67764c25cdffdbd_Proteinsandsides1-p-500.jpeg" /> <img width="1500" height="1500" width_o="1500" height_o="1500" data-src="https://freight.cargo.site/t/original/i/1de436e9ddf5d2dceccd4d250856ac0d2ca6ae1dbd28e023ac7740e673cf1e07/21_Fall1_Plant-Based_UnwrappedSalsaVerdeBurrito_PackComp.jpeg" data-mid="165227304" border="0" alt="Freshly packaging mockup for the Unwrapped Salsa Verde Burrito from it's plant-based line." data-caption="Freshly packaging mockup for the Unwrapped Salsa Verde Burrito from it's plant-based line." src="https://freight.cargo.site/w/1000/i/1de436e9ddf5d2dceccd4d250856ac0d2ca6ae1dbd28e023ac7740e673cf1e07/21_Fall1_Plant-Based_UnwrappedSalsaVerdeBurrito_PackComp.jpeg" /> <img width="864" height="1296" width_o="864" height_o="1296" data-src="https://freight.cargo.site/t/original/i/ed9463ba2472096c1111e256a3e9beb9707824b3c21fbe0d450fadd722a86e71/2022_Q2-Marketing_Life_s-Dilemma_Fridge_Interaction_GIF_148.jpg" data-mid="165227144" border="0" alt="The interior of a fridge filled with fresh produce and a stack of Freshly packaging. " data-caption="The interior of a fridge filled with fresh produce and a stack of Freshly packaging. " src="https://freight.cargo.site/w/864/i/ed9463ba2472096c1111e256a3e9beb9707824b3c21fbe0d450fadd722a86e71/2022_Q2-Marketing_Life_s-Dilemma_Fridge_Interaction_GIF_148.jpg" /> <img width="512" height="288" width_o="512" height_o="288" data-src="https://freight.cargo.site/t/original/i/a3167e28fa2c7670036956502289ceb1ea0251048c130ff6ecd19b7d3750b1f8/unnamed-6.gif" data-mid="165226074" border="0" alt="Copy-focussed animation that cycles between: blisful breakfasts, low-lift lunches, and do-nothing dinners. " data-caption="Copy-focussed animation that cycles between: blisful breakfasts, low-lift lunches, and do-nothing dinners. " src="https://freight.cargo.site/w/512/i/a3167e28fa2c7670036956502289ceb1ea0251048c130ff6ecd19b7d3750b1f8/unnamed-6.gif" /> <img width="3718" height="2394" width_o="3718" height_o="2394" data-src="https://freight.cargo.site/t/original/i/ceeae4dc3fb5301b5c0cc57861aea8af5a45095889a5131d390ccb552f3ea577/Screen-Shot-2023-01-17-at-6.24.08-PM.png" data-mid="165226737" border="0" alt="Lockup of a white Freshly logo on a forest green background. " data-caption="Lockup of a white Freshly logo on a forest green background. " src="https://freight.cargo.site/w/1000/i/ceeae4dc3fb5301b5c0cc57861aea8af5a45095889a5131d390ccb552f3ea577/Screen-Shot-2023-01-17-at-6.24.08-PM.png" /> <img width="1558" height="1896" width_o="1558" height_o="1896" data-src="https://freight.cargo.site/t/original/i/d0d811ec8357e5aeb657c03c1e8cbbf11c327b30d2002d4fdca82c6c97a7a93a/Screen-Shot-2023-01-18-at-10.35.55-PM.png" data-mid="165228506" border="0" alt="Type lockup that reads: For people who live full lives outside the kitchen: Ready to eat in 3 minutes." data-caption="Type lockup that reads: For people who live full lives outside the kitchen: Ready to eat in 3 minutes." src="https://freight.cargo.site/w/1000/i/d0d811ec8357e5aeb657c03c1e8cbbf11c327b30d2002d4fdca82c6c97a7a93a/Screen-Shot-2023-01-18-at-10.35.55-PM.png" /> <img width="512" height="474" width_o="512" height_o="474" data-src="https://freight.cargo.site/t/original/i/98d48d2f84c467186f5eceadfbf3091a611af16051941523e97bb9d4345ffec5/unnamed-5.gif" data-mid="165226781" border="0" alt="Animated New Year's ad that crosses out 'Toxic resolutions' and replaces it with 'Everyday Balance'. " data-caption="Animated New Year's ad that crosses out 'Toxic resolutions' and replaces it with 'Everyday Balance'. " src="https://freight.cargo.site/w/512/i/98d48d2f84c467186f5eceadfbf3091a611af16051941523e97bb9d4345ffec5/unnamed-5.gif" /> <img width="432" height="859" width_o="432" height_o="859" data-src="https://freight.cargo.site/t/original/i/b4d2a40fb26b37de4b331db070b4922d3a97d7a9e9030ed52846c709fa52cc15/Screen-Shot-2023-01-18-at-10.23.51-PM.png" data-mid="165228254" border="0" alt="Instagram story slide that features a close-up shot of a vibrant burger topped with relish. Copy reads: Rainbow Harvest Plant-Based Burger with Sticky Carrot Jam. " data-caption="Instagram story slide that features a close-up shot of a vibrant burger topped with relish. Copy reads: Rainbow Harvest Plant-Based Burger with Sticky Carrot Jam. " src="https://freight.cargo.site/w/432/i/b4d2a40fb26b37de4b331db070b4922d3a97d7a9e9030ed52846c709fa52cc15/Screen-Shot-2023-01-18-at-10.23.51-PM.png" /> <img width="1280" height="1486" width_o="1280" height_o="1486" data-src="https://freight.cargo.site/t/original/i/e21e8f0348eaefc302e8e80d45c597fbc4beadc867c9b91d3b8b0414d643a218/Screen-Shot-2023-01-18-at-10.38.00-PM.png" data-mid="165228584" border="0" alt="A type lockup that reads: Fresh from your fridge. " data-caption="A type lockup that reads: Fresh from your fridge. " src="https://freight.cargo.site/w/1000/i/e21e8f0348eaefc302e8e80d45c597fbc4beadc867c9b91d3b8b0414d643a218/Screen-Shot-2023-01-18-at-10.38.00-PM.png" /> <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/c72660aac184aee33588fdbfe02d98c19dd83d97a8d706ef73dcb8171a4ef254/WFH.jpg" data-mid="165229119" border="0" alt="Man laying on a couch multi-tasking with his computer in his lap and a fork in a Freshly meal beside him. " data-caption="Man laying on a couch multi-tasking with his computer in his lap and a fork in a Freshly meal beside him. " src="https://freight.cargo.site/w/1000/i/c72660aac184aee33588fdbfe02d98c19dd83d97a8d706ef73dcb8171a4ef254/WFH.jpg" /> <img width="1500" height="1452" width_o="1500" height_o="1452" data-src="https://freight.cargo.site/t/original/i/3a69ca280d2fa5bc9daf12e74f3218359f76787a4240118f065cea0567c89072/Screen-Shot-2023-01-18-at-10.53.01-PM.png" data-mid="165229350" border="0" alt="Copy mockup with a to-do list of jobs like: budgeting, shopping, prepping, and cooking crossed out. " data-caption="Copy mockup with a to-do list of jobs like: budgeting, shopping, prepping, and cooking crossed out. " src="https://freight.cargo.site/w/1000/i/3a69ca280d2fa5bc9daf12e74f3218359f76787a4240118f065cea0567c89072/Screen-Shot-2023-01-18-at-10.53.01-PM.png" /> <img width="864" height="861" width_o="864" height_o="861" data-src="https://freight.cargo.site/t/original/i/b98bc62761947f07dfb5599b5307950c2470a118500458915b2e9d15fbc1d747/Screen-Shot-2023-01-18-at-10.21.25-PM.png" data-mid="165230157" border="0" alt="A Freshly ad that pairs vibrant food imagery with the headline: Purely Plant: It's all in the name. " data-caption="A Freshly ad that pairs vibrant food imagery with the headline: Purely Plant: It's all in the name. " src="https://freight.cargo.site/w/864/i/b98bc62761947f07dfb5599b5307950c2470a118500458915b2e9d15fbc1d747/Screen-Shot-2023-01-18-at-10.21.25-PM.png" /> <img width="512" height="512" width_o="512" height_o="512" data-src="https://freight.cargo.site/t/original/i/6fbb537214bf0cc0fe28b8767845e7d8c4b93c913cf3beb77572822e77863c54/q1gif2.gif" data-mid="165225763" border="0" alt="Animated Freshly ad that shows an appetizing plate being placed onto a table. Copy reads: Start Simple: Take meal prep off your plate. " data-caption="Animated Freshly ad that shows an appetizing plate being placed onto a table. Copy reads: Start Simple: Take meal prep off your plate. " src="https://freight.cargo.site/w/512/i/6fbb537214bf0cc0fe28b8767845e7d8c4b93c913cf3beb77572822e77863c54/q1gif2.gif" /> With quarterly campaigns, always-on performance, special projects, new product launches, sub-brands, and 150+ unique SKUs every year, copy needs were both consistently constant and yet predictably unpredictable. I led Freshly’s talented Copy Team through them all. CREDITS - VARIOUSACD, Copy: Jack Ball-Smith&nbsp;ACD: Ryan Fetters, Stephanie Burns CD: Kate Keparutis, Clifford BorressCreative Production: Shidume Lozada Art Direction: Stephanie Stanley, Nina CaldasDesign Manager: Janie de Guzman Senior Designer: Ariella Gittlen Senior Copywriter: Christian Villodas Copywriters: Steph Golub, Zack Etheart&nbsp; Designers: Andrea Celis, Julia Balducci, Zachary Mathre, Lucas Clutter https://jackballsmith.com/V-Max-Thomas-Sanderson Wed, 26 Jun 2019 18:44:58 +0000 Jack Ball-Smith https://jackballsmith.com/V-Max-Thomas-Sanderson V. Max Thomas Sanderson Copy, brand voice, and brand book for Max Thomas Sanderson—a Paris-based designer. <img width="2880" height="1586" width_o="2880" height_o="1586" data-src="https://freight.cargo.site/t/original/i/bbdc93563d386fef0b1abd714d417a20d75af371ead54b318374c844af91eefd/MTSBrandBook.gif" data-mid="163411083" border="0" alt="Animation showing quick snapshots of the MTS brand book, showing write-ups, principles, and brand values." data-caption="Animation showing quick snapshots of the MTS brand book, showing write-ups, principles, and brand values." src="https://freight.cargo.site/w/1000/i/bbdc93563d386fef0b1abd714d417a20d75af371ead54b318374c844af91eefd/MTSBrandBook.gif" /> To establish the brand’s verbal identity, I worked closely with the founder to craft positioning, values, and a distinctive lexicon that included the naming and commercial protection of the atelier’s unique hand-sewn signature: the Slow Stitch®.&nbsp; <img width="4500" height="8000" width_o="4500" height_o="8000" data-src="https://freight.cargo.site/t/original/i/9ffdc6b458a5e7f1bd980006ee99d51b37b04237e63907d92554ef37441755da/logo-11.jpg" data-mid="163411917" border="0" alt="Max Thomas Sanderson Campaign Imagery showing a man in a contemporary tailored suit. The black material features the designer's signature contrasting SlowStitch in white thread." data-caption="Max Thomas Sanderson Campaign Imagery showing a man in a contemporary tailored suit. The black material features the designer's signature contrasting SlowStitch in white thread." src="https://freight.cargo.site/w/1000/i/9ffdc6b458a5e7f1bd980006ee99d51b37b04237e63907d92554ef37441755da/logo-11.jpg" /> <img width="2394" height="2856" width_o="2394" height_o="2856" data-src="https://freight.cargo.site/t/original/i/1bbddd3647307175060a4f2adfac5a9d2efaadab06856b6301e1ff5d9263d69f/BRANDBOOK-INSTAGRAM4.jpg" data-mid="163412056" border="0" alt="A poster of a man in a Max Thomas Sanderson beige trench coat overlaid with the headline: Strong Bones." data-caption="A poster of a man in a Max Thomas Sanderson beige trench coat overlaid with the headline: Strong Bones." src="https://freight.cargo.site/w/1000/i/1bbddd3647307175060a4f2adfac5a9d2efaadab06856b6301e1ff5d9263d69f/BRANDBOOK-INSTAGRAM4.jpg" /> <img width="2404" height="2846" width_o="2404" height_o="2846" data-src="https://freight.cargo.site/t/original/i/e98b8d9e0c831a3d1e3b64ba0cb619e7e4525d50181454378b0883584a0457de/BRANDBOOK-INSTAGRAM2-2.jpg" data-mid="163412062" border="0" alt="A poster of a woman in a Max Thomas Sanderson outfit, overlaid with the headline: Process Makes Perfect.." data-caption="A poster of a woman in a Max Thomas Sanderson outfit, overlaid with the headline: Process Makes Perfect.." src="https://freight.cargo.site/w/1000/i/e98b8d9e0c831a3d1e3b64ba0cb619e7e4525d50181454378b0883584a0457de/BRANDBOOK-INSTAGRAM2-2.jpg" /> <img width="4500" height="8000" width_o="4500" height_o="8000" data-src="https://freight.cargo.site/t/original/i/f91a134f61728af629f7025d2b4bb6f171bf2a8fd3bc074f19f3b93cc8e3e9bf/logo-6.jpg" data-mid="163412877" border="0" src="https://freight.cargo.site/w/1000/i/f91a134f61728af629f7025d2b4bb6f171bf2a8fd3bc074f19f3b93cc8e3e9bf/logo-6.jpg" /> <img width="2388" height="2854" width_o="2388" height_o="2854" data-src="https://freight.cargo.site/t/original/i/515972f5d6b86c71b60d4d5eb9af9abe4e070a45a7b802b3e28f385242ea4257/BRANDBOOK-INSTAGRAM4-2.jpg" data-mid="163412070" border="0" alt="A poster of Max Thomas Sanderson hand sewing, overlaid with the headline: Genderless expression." data-caption="A poster of Max Thomas Sanderson hand sewing, overlaid with the headline: Genderless expression." src="https://freight.cargo.site/w/1000/i/515972f5d6b86c71b60d4d5eb9af9abe4e070a45a7b802b3e28f385242ea4257/BRANDBOOK-INSTAGRAM4-2.jpg" /> <img width="2404" height="2850" width_o="2404" height_o="2850" data-src="https://freight.cargo.site/t/original/i/f1907edda82e205dcacec950218d1b35eda73898cb41f79651bd0a3731ee7e33/BRANDBOOK-INSTAGRAM3.jpg" data-mid="163412847" border="0" alt="A poster of a man in a Max Thomas Sanderson blue jacket, overlaid with the headline: Slow tailoring, quiet luxury." data-caption="A poster of a man in a Max Thomas Sanderson blue jacket, overlaid with the headline: Slow tailoring, quiet luxury." src="https://freight.cargo.site/w/1000/i/f1907edda82e205dcacec950218d1b35eda73898cb41f79651bd0a3731ee7e33/BRANDBOOK-INSTAGRAM3.jpg" /> Founded in Paris, Max Thomas Sanderson is a process-based practice dedicated to the creation of contemporary, artisanal tailoring for every wardrobe. Designed, cut, and constructed in-house, each garment bears a distinctive signature of handcraft born of a formal training in bespoke tailoring. With a strong belief that the intuition of the hand can never be replaced by a machine, the atelier favours poetry over publicity, skill over speed, and elegance over extravagance. <img width="2326" height="1340" width_o="2326" height_o="1340" data-src="https://freight.cargo.site/t/original/i/965174bdee359679dc23f066a5ed0283d47c9dd4a975d9fa78a8c71842bdc0d3/Screen-Shot-2023-01-03-at-11.26.48-AM.png" data-mid="163411856" border="0" alt="Website mockup highlighting the Max Thomas Sanderson homepage. " data-caption="Website mockup highlighting the Max Thomas Sanderson homepage. " src="https://freight.cargo.site/w/1000/i/965174bdee359679dc23f066a5ed0283d47c9dd4a975d9fa78a8c71842bdc0d3/Screen-Shot-2023-01-03-at-11.26.48-AM.png" /> <img width="1336" height="836" width_o="1336" height_o="836" data-src="https://freight.cargo.site/t/original/i/9ff573fd3490f397d99fd1451c6d1364dff66a7036ee93ddbbf346c57f5ca9e1/MTS_6.jpg" data-mid="46631868" border="0" alt="A page from the MTS brand book, showing a close-up shot of an expertly stitched label. " data-caption="A page from the MTS brand book, showing a close-up shot of an expertly stitched label. " src="https://freight.cargo.site/w/1000/i/9ff573fd3490f397d99fd1451c6d1364dff66a7036ee93ddbbf346c57f5ca9e1/MTS_6.jpg" /><img width="1862" height="1164" width_o="1862" height_o="1164" data-src="https://freight.cargo.site/t/original/i/04048a7a4fa87831747a16b57bb91eecf4711a3ee41da7b477352f85de6c2a2d/MTS_7.jpg" data-mid="46631870" border="0" src="https://freight.cargo.site/w/1000/i/04048a7a4fa87831747a16b57bb91eecf4711a3ee41da7b477352f85de6c2a2d/MTS_7.jpg" />Max Thomas Sanderson brand book. Sensitive Objects <img width="1200" height="800" width_o="1200" height_o="800" data-src="https://freight.cargo.site/t/original/i/a64bcd5d275adffc9fba766b853e71ec61e00afd8820732d93adac00b4cf9103/AC_003_20141017_MaxThomasSanderson_Underwear.jpg" data-mid="46036549" border="0" src="https://freight.cargo.site/w/1000/i/a64bcd5d275adffc9fba766b853e71ec61e00afd8820732d93adac00b4cf9103/AC_003_20141017_MaxThomasSanderson_Underwear.jpg" /> Sous-vêtement [suvetma] Noun: Lightweight garments worn underneath one’s tailoring or outerwear, usually next to the skin. While tailoring defines Max Thomas Sanderson, the ‘Sensitive Objects’ collection considers undergarments as a luxurious foundation and vital component of the male wardrobe. <img width="1335" height="1667" width_o="1335" height_o="1667" data-src="https://freight.cargo.site/t/original/i/3abd13e28660424a1a8b302e410761ff6ccb3b796c262413dba1c749722ca25a/MTS_1.jpg" data-mid="46631950" border="0" alt="A page from a catalogue featuring a male dancer reclining in Max Thomas Sanderson loungewear. " data-caption="A page from a catalogue featuring a male dancer reclining in Max Thomas Sanderson loungewear. " src="https://freight.cargo.site/w/1000/i/3abd13e28660424a1a8b302e410761ff6ccb3b796c262413dba1c749722ca25a/MTS_1.jpg" /><img width="1335" height="836" width_o="1335" height_o="836" data-src="https://freight.cargo.site/t/original/i/f80a5d0f44ae38239d51b3de343d09377454660f2555154c691b6709bbffc341/MTS_2.jpg" data-mid="46632002" border="0" src="https://freight.cargo.site/w/1000/i/f80a5d0f44ae38239d51b3de343d09377454660f2555154c691b6709bbffc341/MTS_2.jpg" /> <img width="1336" height="836" width_o="1336" height_o="836" data-src="https://freight.cargo.site/t/original/i/f5d9a91b1d2095078f384fbea66e8c6926151050b3ecf59b19b71b83991faa8a/MTS_3.jpg" data-mid="46632008" border="0" src="https://freight.cargo.site/w/1000/i/f5d9a91b1d2095078f384fbea66e8c6926151050b3ecf59b19b71b83991faa8a/MTS_3.jpg" /> The garments began with an analysis of men’s underwear and were realised through the combination of unconventional cloth and unique construction. For this first underwear collection, cotton jersey is replaced with fine, sandwashed silk, bias cutting, and silk-bound edges to create garments that transcend the traditional boundaries between intimate and everyday wear. <img width="585" height="819" width_o="585" height_o="819" data-src="https://freight.cargo.site/t/original/i/4f80aa781eb65be92815f7cc40ae86970540dd644313d3dda39f275cb776811b/MAX_SANDERSON_2014.jpg" data-mid="45525660" border="0" alt="A male ballet dancer wearing MTS shorts and singlet rests on a stool in a spare studio." data-caption="A male ballet dancer wearing MTS shorts and singlet rests on a stool in a spare studio." src="https://freight.cargo.site/w/585/i/4f80aa781eb65be92815f7cc40ae86970540dd644313d3dda39f275cb776811b/MAX_SANDERSON_2014.jpg" /> <img width="893" height="1200" width_o="893" height_o="1200" data-src="https://freight.cargo.site/t/original/i/7600eea530bd299a32cf41e4aa1859aa1815cf8ebdc3bda747cc79c3e2f7359b/AC_011_20141017_MaxThomasSanderson_Underwear.jpg" data-mid="46036843" border="0" alt="Campaign imagery of a male ballet dancer wearing Max Thomas Sanderson designs. " data-caption="Campaign imagery of a male ballet dancer wearing Max Thomas Sanderson designs. " src="https://freight.cargo.site/w/893/i/7600eea530bd299a32cf41e4aa1859aa1815cf8ebdc3bda747cc79c3e2f7359b/AC_011_20141017_MaxThomasSanderson_Underwear.jpg" /> <img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/7676bcf8496d19b24089785bce7142168a6d7ceba4bf27a1a26f2f160757e71f/AC_010_20141017_MaxThomasSanderson_Underwear.jpg" data-mid="46036863" border="0" alt="A male ballet dancer wearing Max Thomas Sanderson designs looks away from the camera with arms outstretched. " data-caption="A male ballet dancer wearing Max Thomas Sanderson designs looks away from the camera with arms outstretched. " src="https://freight.cargo.site/w/800/i/7676bcf8496d19b24089785bce7142168a6d7ceba4bf27a1a26f2f160757e71f/AC_010_20141017_MaxThomasSanderson_Underwear.jpg" /> <img width="800" height="1200" width_o="800" height_o="1200" data-src="https://freight.cargo.site/t/original/i/45828e08b07d419e5c8dc5767545de9f5ebca7992192242e92388ad9dfc54dcc/AC_006_20141017_MaxThomasSanderson_Underwear.jpg" data-mid="46036839" border="0" src="https://freight.cargo.site/w/800/i/45828e08b07d419e5c8dc5767545de9f5ebca7992192242e92388ad9dfc54dcc/AC_006_20141017_MaxThomasSanderson_Underwear.jpg" /> Sensitive Objects Collection.&nbsp; Copy: Jack Ball-Smith Designer &amp; Stylist: Max Thomas Sanderson Photography: Olivia Tran &amp;&nbsp;Adele Cochrane&nbsp; Models: Lea Issarni,&nbsp;Logan Monroe,&nbsp;Andrée Beaubois &amp; Jack Traylen&nbsp; https://jackballsmith.com/VI-Chef-s-Special Fri, 13 Jan 2023 16:32:49 +0000 Jack Ball-Smith https://jackballsmith.com/VI-Chef-s-Special VI. Chef’s Special Concept, copy, and scriptwriting for “Chef’s Special”—Freshly’s year-long series of culinary collaborations with James Beard Award-winning chefs Sean Brock &amp; Kwame Onwuachi, Top Chef winner Kristen Kish, and Food Network star Jet Tila. &nbsp;<img width="4338" height="2892" width_o="4338" height_o="2892" data-src="https://freight.cargo.site/t/original/i/f0ee1e3c787fd3661eb64953bbbf746056d856e0dc3600212e72893ed3134785/21_Winter3_ChefsSpecial_GroupShot_C126372.jpg" data-mid="164651470" border="0" alt="Overhead view of four perfectly-plated chef meals on a wooden table: Kung Pao Beef, Southern-Inspired Pork Chop, Red Wine Brisket &amp; Escovitch Steak. " data-caption="Overhead view of four perfectly-plated chef meals on a wooden table: Kung Pao Beef, Southern-Inspired Pork Chop, Red Wine Brisket &amp; Escovitch Steak. " src="https://freight.cargo.site/w/1000/i/f0ee1e3c787fd3661eb64953bbbf746056d856e0dc3600212e72893ed3134785/21_Winter3_ChefsSpecial_GroupShot_C126372.jpg" /> With the primary objective of brand elevation and awareness, creative evolved the brand’s ‘effortless convenience’ message to focus on chef &amp; ingredient storytelling, driving higher value perception. The campaign came to life in four short brand films, including cut-downs and trailers for pre-roll, paid social, and organic; storytelling continued across blog, .com, social, packaging, email, PR, and display. ‘American Symphony’ With Chef Kwame Onwuachi <img width="1280" height="812" width_o="1280" height_o="812" data-src="https://freight.cargo.site/t/original/i/6a2252e4f3b9d61fabbbd732f042c63c8189805b8e484cc404d923a9edb730aa/kwamesite.gif" data-mid="164656441" border="0" alt="Mockup of a laptop and mobile screen featuring a sizzle reel of Kwame Onwuachi cooking his Escovitch Steak for Freshly. " data-caption="Mockup of a laptop and mobile screen featuring a sizzle reel of Kwame Onwuachi cooking his Escovitch Steak for Freshly. " src="https://freight.cargo.site/w/1000/i/6a2252e4f3b9d61fabbbd732f042c63c8189805b8e484cc404d923a9edb730aa/kwamesite.gif" /> <img width="2500" height="6208" width_o="2500" height_o="6208" data-src="https://freight.cargo.site/t/original/i/6fc093ae3935d6cdbf964428a53708239388f48168f5c756aa80caf8e4088e78/IMG-9.jpeg" data-mid="164656505" border="0" alt="Freshly Landing Page for Kwame Onwuachi, highlighting his exclusive meal, ingredient spotlights, and culinary ethos." data-caption="Freshly Landing Page for Kwame Onwuachi, highlighting his exclusive meal, ingredient spotlights, and culinary ethos." src="https://freight.cargo.site/w/1000/i/6fc093ae3935d6cdbf964428a53708239388f48168f5c756aa80caf8e4088e78/IMG-9.jpeg" /> ‘Southern Ode’ With Chef Sean Brock <img width="2500" height="1587" width_o="2500" height_o="1587" data-src="https://freight.cargo.site/t/original/i/e37fcb695e3c34f6d394110cf51247994d01a14b43d55e6c55687e2d50c8eb97/IMG-4.jpeg" data-mid="164657023" border="0" alt="Phone screens showing pages from the Freshly App, highlighting the user journey for Sean Brock's meal for Freshly. " data-caption="Phone screens showing pages from the Freshly App, highlighting the user journey for Sean Brock's meal for Freshly. " src="https://freight.cargo.site/w/1000/i/e37fcb695e3c34f6d394110cf51247994d01a14b43d55e6c55687e2d50c8eb97/IMG-4.jpeg" /> <img width="5504" height="8256" width_o="5504" height_o="8256" data-src="https://freight.cargo.site/t/original/i/61f3d3f1d9e59670f549f492c3f1f61cadcdce361784718f479bf2dfb0ff80fa/Freshly-SeanBrock-0164.jpg" data-mid="164658150" border="0" alt="Sean Brock wearing a blue workwear jacket, captured from behind as he leaves a farm holding freshly picked garlic. " data-caption="Sean Brock wearing a blue workwear jacket, captured from behind as he leaves a farm holding freshly picked garlic. " src="https://freight.cargo.site/w/1000/i/61f3d3f1d9e59670f549f492c3f1f61cadcdce361784718f479bf2dfb0ff80fa/Freshly-SeanBrock-0164.jpg" /> Overall, the campaign successfully drove top-tier press hits, higher AOV, and strong reach with lower CPMs than other campaigns running during the same time period. &nbsp; &nbsp; <img width="3961" height="3168" width_o="3961" height_o="3168" data-src="https://freight.cargo.site/t/original/i/d3a4a982d6597db00bca046dcff5279f10b2c5f11a265b549c8ff68a5f79e58f/21_Winter3_ChefsSpecial_GroupShot_C126401.jpg" data-mid="164658208" border="0" alt="An elegant dinner table setting shot from overhead." data-caption="An elegant dinner table setting shot from overhead." src="https://freight.cargo.site/w/1000/i/d3a4a982d6597db00bca046dcff5279f10b2c5f11a265b549c8ff68a5f79e58f/21_Winter3_ChefsSpecial_GroupShot_C126401.jpg" /> <img width="5557" height="8335" width_o="5557" height_o="8335" data-src="https://freight.cargo.site/t/original/i/30257b021845c65869972ee71ec780ca23926f8e03cd1ab71aed595efef3dbf4/01_ONWUACHI-PREP-ESCOVITCH-SAUCE_0041.jpg" data-mid="164658310" border="0" alt="Closeup shot of Kwame Onwuachi tossing onions and peppers to create his Escovitch marinade. " data-caption="Closeup shot of Kwame Onwuachi tossing onions and peppers to create his Escovitch marinade. " src="https://freight.cargo.site/w/1000/i/30257b021845c65869972ee71ec780ca23926f8e03cd1ab71aed595efef3dbf4/01_ONWUACHI-PREP-ESCOVITCH-SAUCE_0041.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ab917f64c9bdee0743cfacc61bc983f46b7e5be6ed7b60046e721a99be4e985a/Perfect_Bite_short.gif" data-mid="164658380" border="0" alt="Animation of Chef Kristen Kish creating the perfect bite of her Brisket meal to eat straight from the pot. " data-caption="Animation of Chef Kristen Kish creating the perfect bite of her Brisket meal to eat straight from the pot. " src="https://freight.cargo.site/w/1000/i/ab917f64c9bdee0743cfacc61bc983f46b7e5be6ed7b60046e721a99be4e985a/Perfect_Bite_short.gif" /> <img width="984" height="2320" width_o="984" height_o="2320" data-src="https://freight.cargo.site/t/original/i/1f6c235cd3dd8379bfcd6076c78859f91db1674ed4ada4096fee278fe7be0f03/Screen-Shot-2023-01-13-at-5.56.41-PM.png" data-mid="164659911" border="0" alt="Freshly email announcing the launch of Chef Jet Tila's Kung Pao Steak." data-caption="Freshly email announcing the launch of Chef Jet Tila's Kung Pao Steak." src="https://freight.cargo.site/w/984/i/1f6c235cd3dd8379bfcd6076c78859f91db1674ed4ada4096fee278fe7be0f03/Screen-Shot-2023-01-13-at-5.56.41-PM.png" /> <img width="1280" height="853" width_o="1280" height_o="853" data-src="https://freight.cargo.site/t/original/i/4e3fbae5d789f4128000d34a13d7497d221b6a5ebff74f013642f94a7fa91afd/BI1A3308_edited.jpg" data-mid="164658122" border="0" alt="Chef Jet Tila's Kung Pao Steak is plated and sits atop a wooden kitchen block. " data-caption="Chef Jet Tila's Kung Pao Steak is plated and sits atop a wooden kitchen block. " src="https://freight.cargo.site/w/1000/i/4e3fbae5d789f4128000d34a13d7497d221b6a5ebff74f013642f94a7fa91afd/BI1A3308_edited.jpg" /> <img width="5504" height="8256" width_o="5504" height_o="8256" data-src="https://freight.cargo.site/t/original/i/2d583441b4ae84d3ccc740b0edc04fc852928362a212ad9c03f5ac4614cd989d/Freshly-SeanBrock-0452.jpg" data-mid="164658816" border="0" alt="Closeup shot of Sean Brock's hand pulling a beetroot from a field. " data-caption="Closeup shot of Sean Brock's hand pulling a beetroot from a field. " src="https://freight.cargo.site/w/1000/i/2d583441b4ae84d3ccc740b0edc04fc852928362a212ad9c03f5ac4614cd989d/Freshly-SeanBrock-0452.jpg" /> <img width="478" height="512" width_o="478" height_o="512" data-src="https://freight.cargo.site/t/original/i/8d83c7332ea0bef31bb7ee640d6b06704b005b6c00d3791dac7e0895b3b6a003/email-module.png" data-mid="164658734" border="0" alt="Email module with the headline: Compliments to the chef." data-caption="Email module with the headline: Compliments to the chef." src="https://freight.cargo.site/w/478/i/8d83c7332ea0bef31bb7ee640d6b06704b005b6c00d3791dac7e0895b3b6a003/email-module.png" /> <img width="712" height="1656" width_o="712" height_o="1656" data-src="https://freight.cargo.site/t/original/i/a0945912715aae68fa03e3a7afe377b65ed1cde9814c373e5b679c8ef1ed6db6/Screen-Shot-2023-01-13-at-5.52.40-PM.png" data-mid="164659671" border="0" alt="Email announcing the launch of Chef Kristen Kish's Slow-Cooked Red Wine Beef Brisket. " data-caption="Email announcing the launch of Chef Kristen Kish's Slow-Cooked Red Wine Beef Brisket. " src="https://freight.cargo.site/w/712/i/a0945912715aae68fa03e3a7afe377b65ed1cde9814c373e5b679c8ef1ed6db6/Screen-Shot-2023-01-13-at-5.52.40-PM.png" /> <img width="500" height="512" width_o="500" height_o="512" data-src="https://freight.cargo.site/t/original/i/c7dac7f4e81d5c5a3ab29c650c5b89fe134e2bf4d5631ddba0a69013bb3e70ce/emailfinalfour.png" data-mid="164658212" border="0" alt="Email module with the headline: Dine with the greats." data-caption="Email module with the headline: Dine with the greats." src="https://freight.cargo.site/w/500/i/c7dac7f4e81d5c5a3ab29c650c5b89fe134e2bf4d5631ddba0a69013bb3e70ce/emailfinalfour.png" /> <img width="512" height="330" width_o="512" height_o="330" data-src="https://freight.cargo.site/t/original/i/eb7d93232eda9857a6c040075f11517cfd10baee002a4d493ed79384129f4a2a/unnamed.jpeg" data-mid="164658845" border="0" src="https://freight.cargo.site/w/512/i/eb7d93232eda9857a6c040075f11517cfd10baee002a4d493ed79384129f4a2a/unnamed.jpeg" /> <img width="864" height="1296" width_o="864" height_o="1296" data-src="https://freight.cargo.site/t/original/i/f828418318b9ca38ace926f76715e2d9b8fd942bcb6c9a32bf454fc3469779c5/Freshly-SeanBrock-0125.jpg" data-mid="164668314" border="0" alt="Sean Brock kneeling down in a lush, green field, inspecting freshly-picked produce. " data-caption="Sean Brock kneeling down in a lush, green field, inspecting freshly-picked produce. " src="https://freight.cargo.site/w/864/i/f828418318b9ca38ace926f76715e2d9b8fd942bcb6c9a32bf454fc3469779c5/Freshly-SeanBrock-0125.jpg" /> <img width="776" height="1344" width_o="776" height_o="1344" data-src="https://freight.cargo.site/t/original/i/30761cc359429686419284dab44493820b543940fe78cdad265569928b5790af/Screen-Shot-2023-01-13-at-8.09.20-PM.png" data-mid="164668750" border="0" alt="A casual midshot of Kwame Onwuachi smiling and leaning on a Freshly shipping box. " data-caption="A casual midshot of Kwame Onwuachi smiling and leaning on a Freshly shipping box. " src="https://freight.cargo.site/w/776/i/30761cc359429686419284dab44493820b543940fe78cdad265569928b5790af/Screen-Shot-2023-01-13-at-8.09.20-PM.png" /> CAMPAIGNACD, Copy: Jack Ball-SmithSenior Art Director: Stephanie Stanley&nbsp; Art Director: Nina Caldas&nbsp;Project Manager: Jessica Garcilazo Creative Producer: Shidume Lozada Producer: Kristen Hartley&nbsp; Editors: Glenn Gapultos &amp; Gabriella Loutfi Lead Product Designer: Peter ChangProduct Designer:&nbsp;Joelle Everett Kwame Onwuachi Film ACD, Copy: Jack Ball-SmithSenior Art Director: Stephanie StanleyDirector/Producer: Kristen Hartley Director of Photography, LA: Sean McDaniel Director of Photography, NYC: James Ogle Editor: Glenn Gapultos Colorist: Brian Boyd Food Stylist: Marian Cooper Cairns Prop Stylist: Beth Borwell Photographer: Matt Armendariz Wardrobe: Paris Hines Hair &amp; Makeup: Samantha KleinSean Brock Film ACD, Copy: Jack Ball-SmithSenior Art Director: Stephanie Stanley Producer: Kristen Hartley Associate Producer: Laura Mae Socks Director: Charissa Melnik Director of Photography: Chris Adams Editor: Glenn Gapultos Colorist: Brian Boyd Food Stylist: Whitney Kemp Prop Stylist: Teresa Blackburn Photographer: Stephanie Mullins Hair &amp; Makeup: Nicole Lanizieri https://jackballsmith.com/VII-Liberating-Personal-Care Wed, 26 Jun 2019 18:35:31 +0000 Jack Ball-Smith https://jackballsmith.com/VII-Liberating-Personal-Care VII. Liberating Personal Care<img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/9bd07a0fc3186033f029cc10985040ad06a5c5bf68bd97b30cacb97d1b1430f4/personalcare1.jpg" data-mid="46133365" border="0" alt="Photograph by Herbert List of museum goers looking at 'The Farnese Hercules' in Naples, 1961. " data-caption="Photograph by Herbert List of museum goers looking at 'The Farnese Hercules' in Naples, 1961. " src="https://freight.cargo.site/w/1000/i/9bd07a0fc3186033f029cc10985040ad06a5c5bf68bd97b30cacb97d1b1430f4/personalcare1.jpg" />Concept and copy for a global range campaign activated across retail, print, digital, and social for Aesop’s Personal Care, coinciding with the launch of new Roll-On Deodorants. With a generous splash of levity and wit, creative was inspired by the moment when we are freshly scrubbed from the shower, comfortable in our own skin, natural, and liberated. To express this idea of liberation, we looked to the symbolic confidence of the nude figure with a concept that explored the freedom of uninhibited nudity and the confidence that comes with the right personal care products. <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/92653b6b709a9f647742f1842349e1df9deac1e2ab02a55b31ff3041c369ecaf/personal-care-2.jpg" data-mid="46133691" border="0" alt="Product imagery created to evoke the style, texture, and atmosphere of &lsquo;pronkstilleven&rsquo; Dutch still life paintings." data-caption="Product imagery created to evoke the style, texture, and atmosphere of ‘pronkstilleven’ Dutch still life paintings." src="https://freight.cargo.site/w/1000/i/92653b6b709a9f647742f1842349e1df9deac1e2ab02a55b31ff3041c369ecaf/personal-care-2.jpg" /> Still life imagery was realized by photographer Will Anderson. Thematic imagery from renowned German photographer Herbert List,&nbsp;Magnum Photos. <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/b7cbd258a047d3991e021eac27b885d59a809dccbcf4fd1ea00efad4dac8a64f/personalcare3.jpg" data-mid="46133709" border="0" alt="Screen capture of the campaign takeover of aesop.com, featuring product imagery and the campaign image by Herbert List." data-caption="Screen capture of the campaign takeover of aesop.com, featuring product imagery and the campaign image by Herbert List." src="https://freight.cargo.site/w/1000/i/b7cbd258a047d3991e021eac27b885d59a809dccbcf4fd1ea00efad4dac8a64f/personalcare3.jpg" /> <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/c707e8c552c7c828ba835c33e9cb69b901fb98ac1495b4cf33f87965dd529962/personalcare4.jpg" data-mid="46133802" border="0" alt="Two phoen screens on a burgundy background showing Aesop Instagram posts promoting the campaign." data-caption="Two phoen screens on a burgundy background showing Aesop Instagram posts promoting the campaign." src="https://freight.cargo.site/w/1000/i/c707e8c552c7c828ba835c33e9cb69b901fb98ac1495b4cf33f87965dd529962/personalcare4.jpg" /> <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/cf7bb8e0e250389ba04e675ef51b321912859be302f9e17991aa296c9031d68c/personalcare5.jpg" data-mid="46133804" border="0" alt="Aesop campaign emails, launching the personal care selection." data-caption="Aesop campaign emails, launching the personal care selection." src="https://freight.cargo.site/w/1000/i/cf7bb8e0e250389ba04e675ef51b321912859be302f9e17991aa296c9031d68c/personalcare5.jpg" /> The Primary headlines ‘Liberating personal care’ &amp; ‘For the humble exhibitionist’ worked in concert with the campaign visuals to infer (tongue firmly in cheek) that Aesop might allow you to feel as confident as the statue, free from worries, inhibitions, and the weight of clothes.&nbsp; They also wryly hint at the fine balance between narcissism and our need for attention and acceptance. <img width="1999" height="1250" width_o="1999" height_o="1250" data-src="https://freight.cargo.site/t/original/i/90611c68e7aa384513f30d8ccdef6c641b3d08f6103bac37c28a008fd7a09ee0/personalcare6.jpg" data-mid="46133909" border="0" alt="Window merchandising for the campaign showing a vinyl of the headline: Liberating personal care, accompanied by ceramic busts and Aesop bottles. " data-caption="Window merchandising for the campaign showing a vinyl of the headline: Liberating personal care, accompanied by ceramic busts and Aesop bottles. " src="https://freight.cargo.site/w/1000/i/90611c68e7aa384513f30d8ccdef6c641b3d08f6103bac37c28a008fd7a09ee0/personalcare6.jpg" /> <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/b4b1d6e3f54d7162ac375c0ac99f9447b1d979cb23f19ee4044c3b48fb9068b8/personalcare7.jpg" data-mid="46133912" border="0" alt="Streetscape showing a nude sculpture in the windows of Aesop Duke of York, London." data-caption="Streetscape showing a nude sculpture in the windows of Aesop Duke of York, London." src="https://freight.cargo.site/w/1000/i/b4b1d6e3f54d7162ac375c0ac99f9447b1d979cb23f19ee4044c3b48fb9068b8/personalcare7.jpg" /> <img width="1500" height="1061" width_o="1500" height_o="1061" data-src="https://freight.cargo.site/t/original/i/ab9cbd384c3fa518a95f2a2393bbd3349699b3782d02633104dde705f0b6a4a9/PersonalCare-Strutcard-copy-copy.jpg" data-mid="46134183" border="0" alt="The Farnese Hercules image overlaid with copy describing Aesop's approach to personal care. " data-caption="The Farnese Hercules image overlaid with copy describing Aesop's approach to personal care. " src="https://freight.cargo.site/w/1000/i/ab9cbd384c3fa518a95f2a2393bbd3349699b3782d02633104dde705f0b6a4a9/PersonalCare-Strutcard-copy-copy.jpg" /> Copy: Jack Ball-SmithArt Direction: Amy Kim Photography: Will Anderson, Herbert List (Magnum Photos) https://jackballsmith.com/VIII-States-of-Being Wed, 26 Jun 2019 18:35:14 +0000 Jack Ball-Smith https://jackballsmith.com/VIII-States-of-Being VIII. States of Being <img width="1240" height="696" width_o="1240" height_o="696" data-src="https://freight.cargo.site/t/original/i/ae1252ac029bb9c5a1c2c960684839f2423042971769b4dba19c769ce730702e/Aesop_RoomSprays_Standard_event_invite_eDM_1240x696px.jpg" data-mid="45517029" border="0" alt="A campaign poster for Aesop Aromatique Room Sprays featuring an oil painting by Artist Natalie du Pasquier; copy reads: States of Being." data-caption="A campaign poster for Aesop Aromatique Room Sprays featuring an oil painting by Artist Natalie du Pasquier; copy reads: States of Being." src="https://freight.cargo.site/w/1000/i/ae1252ac029bb9c5a1c2c960684839f2423042971769b4dba19c769ce730702e/Aesop_RoomSprays_Standard_event_invite_eDM_1240x696px.jpg" /> Concept and copy for a 360° campaign launching Aesop’s long-awaited collection of Room Sprays. The campaign was anchored in the idea that olfactory experiences can redefine our experience of space, both emotionally and physically. <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/7955bf539b753598e85ed9f60e96ac5c0f56ff5bd8ac9ebf77f4ad5d8e3b6193/Cythera6.gif" data-mid="46629939" border="0" alt="An animation featuring a panting inspired by Cythera Aromatique Room Spray. " data-caption="An animation featuring a panting inspired by Cythera Aromatique Room Spray. " src="https://freight.cargo.site/w/1000/i/7955bf539b753598e85ed9f60e96ac5c0f56ff5bd8ac9ebf77f4ad5d8e3b6193/Cythera6.gif" /> <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/fa8e01b6886b2a050e2cf84ca20fed3071ce1018d5a430bd226ecc5056c7a989/Olous.gif" data-mid="46629978" border="0" alt="An animation featuring a panting inspired by Olous Aromatique Room Spray. " data-caption="An animation featuring a panting inspired by Olous Aromatique Room Spray. " src="https://freight.cargo.site/w/1000/i/fa8e01b6886b2a050e2cf84ca20fed3071ce1018d5a430bd226ecc5056c7a989/Olous.gif" /> <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/0e678dadcd94232643472dde64bafa744fac2115e4403d9eceed6c46c5435870/Istros1.gif" data-mid="46629949" border="0" alt="An animation featuring a panting inspired by Istros Aromatique Room Spray. " data-caption="An animation featuring a panting inspired by Istros Aromatique Room Spray. " src="https://freight.cargo.site/w/1000/i/0e678dadcd94232643472dde64bafa744fac2115e4403d9eceed6c46c5435870/Istros1.gif" /> We commissioned Milan-based artist Nathalie du Pasquier (co-founder of the Memphis movement) to paint three ‘atmospheres’ to represent each scent through form and colour and Jesse Paris Smith to compose three soundtracks inspired by the aromas. <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/335865a219c7b9d40a2f07928d02c3264c3192bade01bfc7386de8a3b98b5ae2/Aesop-Room-Sprays-Olous-Artwork-2000x1100px.png" data-mid="45517973" border="0" data-scale="100" alt="A geometric oil painting inspired by Olous, in tones of green. " data-caption="A geometric oil painting inspired by Olous, in tones of green. " src="https://freight.cargo.site/w/1000/i/335865a219c7b9d40a2f07928d02c3264c3192bade01bfc7386de8a3b98b5ae2/Aesop-Room-Sprays-Olous-Artwork-2000x1100px.png" /> <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/8ef467d500844f4260d473d1e50b656dcfb208af60c8a0264fc854fb0c80dc5f/Aesop-Room-Sprays-Cythera-Artwork-2000x1100px.png" data-mid="45517981" border="0" alt="A geometric oil painting inspired by Cythera, in tones of blue with pops of red. " data-caption="A geometric oil painting inspired by Cythera, in tones of blue with pops of red. " src="https://freight.cargo.site/w/1000/i/8ef467d500844f4260d473d1e50b656dcfb208af60c8a0264fc854fb0c80dc5f/Aesop-Room-Sprays-Cythera-Artwork-2000x1100px.png" /> <img width="2000" height="1100" width_o="2000" height_o="1100" data-src="https://freight.cargo.site/t/original/i/9fc940752e0f00a6819b60aff939bb709d6dca1cc20ce13f356758b04039aba9/Aesop-Room-Sprays-Istros-Artwork-2000x1100px.png" data-mid="45517974" border="0" alt="A geometric oil painting inspired by Istros, in tones of brown and orange. " data-caption="A geometric oil painting inspired by Istros, in tones of brown and orange. " src="https://freight.cargo.site/w/1000/i/9fc940752e0f00a6819b60aff939bb709d6dca1cc20ce13f356758b04039aba9/Aesop-Room-Sprays-Istros-Artwork-2000x1100px.png" /> <img width="1440" height="5938" width_o="1440" height_o="5938" data-src="https://freight.cargo.site/t/original/i/3b222784df10cec2a0586d2e37ca9ce398444f6c032eef0e1b255dec58c38635/1440_RoomspraysLanding-2.png" data-mid="45518396" border="0" src="https://freight.cargo.site/w/1000/i/3b222784df10cec2a0586d2e37ca9ce398444f6c032eef0e1b255dec58c38635/1440_RoomspraysLanding-2.png" />Campaign Landing Page. View the live site&nbsp;︎ Full animation for Olous Aromatique Room Spray <img width="527" height="867" width_o="527" height_o="867" data-src="https://freight.cargo.site/t/original/i/d4be3bb784ac29bf3d3b8f4de9dd0b70d16c71584324ee42b7072efd50169f7b/Screen-Shot-2019-06-06-at-3.10.25-PM.png" data-mid="45518505" border="0" alt="An email announcing the launch of Aesop Room Sprays featuring a commissioned painting by Nathalie du Pasquier. " data-caption="An email announcing the launch of Aesop Room Sprays featuring a commissioned painting by Nathalie du Pasquier. " src="https://freight.cargo.site/w/527/i/d4be3bb784ac29bf3d3b8f4de9dd0b70d16c71584324ee42b7072efd50169f7b/Screen-Shot-2019-06-06-at-3.10.25-PM.png" /> <img width="648" height="882" width_o="648" height_o="882" data-src="https://freight.cargo.site/t/original/i/331bcef26dae91e29ee2feceb727b1880697a0d85d6b7210a67371269b4d0609/Screen-Shot-2019-06-06-at-3.11.45-PM.png" data-mid="45518509" border="0" alt="A content email showing bottles of Aesop Room Sprays in-situ at the Neutra VDL House in Los Angeles." data-caption="A content email showing bottles of Aesop Room Sprays in-situ at the Neutra VDL House in Los Angeles." src="https://freight.cargo.site/w/648/i/331bcef26dae91e29ee2feceb727b1880697a0d85d6b7210a67371269b4d0609/Screen-Shot-2019-06-06-at-3.11.45-PM.png" /> <img width="1308" height="2301" width_o="1308" height_o="2301" data-src="https://freight.cargo.site/t/original/i/8fcee4ae2ee8f2e88901259789a0c9abf64f30d9c90dc088168617ca5d441466/ROOM_EDM2.jpg" data-mid="46358042" border="0" alt="An email featuring all three Room Sprays with a headline: Aromas to shift space and sense. " data-caption="An email featuring all three Room Sprays with a headline: Aromas to shift space and sense. " src="https://freight.cargo.site/w/1000/i/8fcee4ae2ee8f2e88901259789a0c9abf64f30d9c90dc088168617ca5d441466/ROOM_EDM2.jpg" /> A collection of Aromatique Room Sprays Formulated to stir the senses, Istros, Cythera and Olous transform the home, redefining the physical space that surrounds us. With every spritz, space expands as the self uncoils. Action and reaction – aroma re-engages the senses and dissolves the protective shield we build around ourselves. Istros, Cythera and Olous are available for individual purchase at Aesop signature spaces, select department store counters and stockists, and online. Each is given musical expression in distinctive scores created by composer and musician Jesse Paris Smith. <img width="2000" height="1250" width_o="2000" height_o="1250" data-src="https://freight.cargo.site/t/original/i/d263374ed6361dc2e7b5319e9640f99a44d36aee3242287fe657a63c125b30df/roomsprayssmall.jpg" data-mid="46133298" border="0" alt="Visual Merchandising displays featuring geometric shapes constructed and painted to complement the campaign paintings. " data-caption="Visual Merchandising displays featuring geometric shapes constructed and painted to complement the campaign paintings. " src="https://freight.cargo.site/w/1000/i/d263374ed6361dc2e7b5319e9640f99a44d36aee3242287fe657a63c125b30df/roomsprayssmall.jpg" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/bd1463020236afdd46d319b8b50a4fdbac63e4167d58995f0ebcb021979b7244/RoomSpray_Phone3.png" data-mid="46736686" border="0" alt="A phone screen featuring an instagram post for Olous Aromatique Room Spray." data-caption="A phone screen featuring an instagram post for Olous Aromatique Room Spray." src="https://freight.cargo.site/w/1000/i/bd1463020236afdd46d319b8b50a4fdbac63e4167d58995f0ebcb021979b7244/RoomSpray_Phone3.png" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/daab1912c85d21fa8d1ebba333d8c17b91616bc4b92ef5d114d6ebba98bdb0db/RoomSpray_Phone1.png" data-mid="46736721" border="0" alt="A phone screen featuring an instagram post for Istros Aromatique Room Spray." data-caption="A phone screen featuring an instagram post for Istros Aromatique Room Spray." src="https://freight.cargo.site/w/1000/i/daab1912c85d21fa8d1ebba333d8c17b91616bc4b92ef5d114d6ebba98bdb0db/RoomSpray_Phone1.png" /> <img width="1011" height="2055" width_o="1011" height_o="2055" data-src="https://freight.cargo.site/t/original/i/51a6c774fd27fbca59216767284ad6ba44a349d9a5aef155e3b1dbb481086707/RoomSpray_Phone5.png" data-mid="46736726" border="0" alt="A visual merchandising installation featuring life-size painted steps in Aesop Stockbridge, Edinburgh." data-caption="A visual merchandising installation featuring life-size painted steps in Aesop Stockbridge, Edinburgh." src="https://freight.cargo.site/w/1000/i/51a6c774fd27fbca59216767284ad6ba44a349d9a5aef155e3b1dbb481086707/RoomSpray_Phone5.png" /> <img width="4032" height="3024" width_o="4032" height_o="3024" data-src="https://freight.cargo.site/t/original/i/5e15dfd19e20ab174e7154d4c5bf013d312439d9c9e56a6be3b9d2997ac5bc26/Saint-sulpice.jpg" data-mid="45517999" border="0" alt="A streetscape featuring the window display of a Parisian signature store. The vinyl reads: de l'esprit des lieux. " data-caption="A streetscape featuring the window display of a Parisian signature store. The vinyl reads: de l'esprit des lieux. " src="https://freight.cargo.site/w/1000/i/5e15dfd19e20ab174e7154d4c5bf013d312439d9c9e56a6be3b9d2997ac5bc26/Saint-sulpice.jpg" />Aesop Saint-Sulpice, Paris.&nbsp; Copy: Jack Ball-SmithArt Direction: Amy Kim Collaborating Artist: Nathalie du Pasquier Composer: Jesse Paris Smith https://jackballsmith.com/IX-Episteme Wed, 26 Jun 2019 18:35:28 +0000 Jack Ball-Smith https://jackballsmith.com/IX-Episteme IX. Epistēmē Concept and copy for an Aesop brand campaign featured in the windows of Australia’s largest department store, Myer and Singapore’s ION Orchard Mall.&nbsp;Created in collaboration with Dutch artist Bart Hess, ‘Epistēmē’ was an evocative cinematic expression exploring the connection between knowledge, skin and senses. Spanning over 60 metres, it marked the largest-ever digital installation in the windows of Myer. Ten films were created to dramatise the transformations that occur as Aesop formulations touch skin’s surface and the campaign amplified across digital and social streams, garnering comprehensive coverage in digital press, increased in-store traffic, and sales. Watch the skin care film&nbsp;︎ <img width="433" height="614" width_o="433" height_o="614" data-src="https://freight.cargo.site/t/original/i/20521d30d844e10a6ef007c463a94588eec19e5b9ef7a2b5d6253d79be638a0a/Screen-Shot-2019-06-07-at-6.27.58-PM.png" data-mid="46043934" border="0" alt="Campaign poster for Episteme; copy reads: the eloquence of the senses, unveiled in Myer windows." data-caption="Campaign poster for Episteme; copy reads: the eloquence of the senses, unveiled in Myer windows." src="https://freight.cargo.site/w/433/i/20521d30d844e10a6ef007c463a94588eec19e5b9ef7a2b5d6253d79be638a0a/Screen-Shot-2019-06-07-at-6.27.58-PM.png" /> <img width="434" height="611" width_o="434" height_o="611" data-src="https://freight.cargo.site/t/original/i/ec84bcfd8b65f427745a2dcf6d01f66cd8caa3ad72b92ca6951b3c1e69e74fe1/Screen-Shot-2019-06-07-at-6.28.05-PM.png" data-mid="46043937" border="0" alt="Digitally manipulated campaign poster of a woman's face enveloped by a translucent yellow veil. " data-caption="Digitally manipulated campaign poster of a woman's face enveloped by a translucent yellow veil. " src="https://freight.cargo.site/w/434/i/ec84bcfd8b65f427745a2dcf6d01f66cd8caa3ad72b92ca6951b3c1e69e74fe1/Screen-Shot-2019-06-07-at-6.28.05-PM.png" /> <img width="1856" height="1282" width_o="1856" height_o="1282" data-src="https://freight.cargo.site/t/original/i/6db61cf46429ab10ccd2d34444750917317544228b9b929bf99ae918714bc3be/EpistemeAustralia-0113.png" data-mid="163540613" border="0" alt="A point-of-sale display showing a jumbo campaign decal featuring two intertwined bodies floating in space. Imagery by Bart Hess. " data-caption="A point-of-sale display showing a jumbo campaign decal featuring two intertwined bodies floating in space. Imagery by Bart Hess. " src="https://freight.cargo.site/w/1000/i/6db61cf46429ab10ccd2d34444750917317544228b9b929bf99ae918714bc3be/EpistemeAustralia-0113.png" /> <img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/0edf7a2af67b9873c1da34091a31fc9294382ee5116e3cc6ac39fbd541f3a1bf/AesopMyer-Detail-Window-1_small.jpg" data-mid="46047607" border="0" src="https://freight.cargo.site/w/1000/i/0edf7a2af67b9873c1da34091a31fc9294382ee5116e3cc6ac39fbd541f3a1bf/AesopMyer-Detail-Window-1_small.jpg" /> <img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/e0ecd22d78ce61cc22507cf95d98e0f6fcd8cd940a0d02810b9bb5fb91201fe5/AesopMyer-Window-Detail-6_small.jpg" data-mid="46047631" border="0" src="https://freight.cargo.site/w/1000/i/e0ecd22d78ce61cc22507cf95d98e0f6fcd8cd940a0d02810b9bb5fb91201fe5/AesopMyer-Window-Detail-6_small.jpg" /> <img width="2000" height="1500" width_o="2000" height_o="1500" data-src="https://freight.cargo.site/t/original/i/1a25d7d3548c20c819c175c53840be606d163883f27835c977e0b8d0f8858801/AesopMyer-Window-Detail-5_Small.jpg" data-mid="46047647" border="0" src="https://freight.cargo.site/w/1000/i/1a25d7d3548c20c819c175c53840be606d163883f27835c977e0b8d0f8858801/AesopMyer-Window-Detail-5_Small.jpg" /> <img width="2000" height="1335" width_o="2000" height_o="1335" data-src="https://freight.cargo.site/t/original/i/5825108f59a2b7c47913ebf3aa4438b8dc54976254f15f394f8039b878a66f7e/AesopMyer-Window-7_small.jpg" data-mid="46128591" border="0" src="https://freight.cargo.site/w/1000/i/5825108f59a2b7c47913ebf3aa4438b8dc54976254f15f394f8039b878a66f7e/AesopMyer-Window-7_small.jpg" /> <img width="2000" height="1335" width_o="2000" height_o="1335" data-src="https://freight.cargo.site/t/original/i/c764f815c6505e8a120568c199ff67ffcf6d8857f8c34c59f0c9ba2942575e15/AesopMyer-Window-4_small.jpg" data-mid="46047652" border="0" src="https://freight.cargo.site/w/1000/i/c764f815c6505e8a120568c199ff67ffcf6d8857f8c34c59f0c9ba2942575e15/AesopMyer-Window-4_small.jpg" /> Street views of the window installation. <img width="1402" height="1944" width_o="1402" height_o="1944" data-src="https://freight.cargo.site/t/original/i/82f507a3ed2981fab656eb73c5ef3ff0e5eae5adb9f30f49db02c9fd3c86d1e9/landingpage.jpg" data-mid="46128997" border="0" alt="Website mockup of the campaign landing page featuring long-form copy about the artist and the collaboration. " data-caption="Website mockup of the campaign landing page featuring long-form copy about the artist and the collaboration. " src="https://freight.cargo.site/w/1000/i/82f507a3ed2981fab656eb73c5ef3ff0e5eae5adb9f30f49db02c9fd3c86d1e9/landingpage.jpg" /><img width="1402" height="1963" width_o="1402" height_o="1963" data-src="https://freight.cargo.site/t/original/i/9f1ca119fa166d88b6f2be04e1d9a25a7ae3cbcbc2dbfcbb7154b4e638955564/landingpage2.jpg" data-mid="46129057" border="0" src="https://freight.cargo.site/w/1000/i/9f1ca119fa166d88b6f2be04e1d9a25a7ae3cbcbc2dbfcbb7154b4e638955564/landingpage2.jpg" />Online experience. <img width="1528" height="951" width_o="1528" height_o="951" data-src="https://freight.cargo.site/t/original/i/edef06fff0bf17cd5616c89bb02c18a1a049582d98b7441838fae4e4bab3c46c/wallpaper-press.png" data-mid="46736221" border="0" src="https://freight.cargo.site/w/1000/i/edef06fff0bf17cd5616c89bb02c18a1a049582d98b7441838fae4e4bab3c46c/wallpaper-press.png" /> Digital Press from&nbsp;Wallpaper*. <img width="859" height="1747" width_o="859" height_o="1747" data-src="https://freight.cargo.site/t/original/i/a161bf59f316f622ed96ffa7196d16b70b31f104912c16902c696fa41414b93a/Episteme_Phone1.png" data-mid="46672309" border="0" alt="A phone screen featuring an instagram post launching the campaign." data-caption="A phone screen featuring an instagram post launching the campaign." src="https://freight.cargo.site/w/859/i/a161bf59f316f622ed96ffa7196d16b70b31f104912c16902c696fa41414b93a/Episteme_Phone1.png" /> <img width="859" height="1747" width_o="859" height_o="1747" data-src="https://freight.cargo.site/t/original/i/08c2374a0e81eb3b63d27ecf226947330693536fd194180669cea0025178ab8d/Episteme_Phone3.png" data-mid="46672418" border="0" alt="An instagram post featuring a woman's face and torso enveloped by a translucent yellow shield. " data-caption="An instagram post featuring a woman's face and torso enveloped by a translucent yellow shield. " src="https://freight.cargo.site/w/859/i/08c2374a0e81eb3b63d27ecf226947330693536fd194180669cea0025178ab8d/Episteme_Phone3.png" /> <img width="859" height="1747" width_o="859" height_o="1747" data-src="https://freight.cargo.site/t/original/i/fb8de86c5a57b18f0c85801ac09bb3bcbcbfc45fa0a9c976408de99f8bc76b37/Episteme_Phone4.png" data-mid="46672449" border="0" alt="An instagram post featuring campaign imagery of a dancer surrounded by flowing, transparent material." data-caption="An instagram post featuring campaign imagery of a dancer surrounded by flowing, transparent material." src="https://freight.cargo.site/w/859/i/fb8de86c5a57b18f0c85801ac09bb3bcbcbfc45fa0a9c976408de99f8bc76b37/Episteme_Phone4.png" /> <img width="596" height="634" width_o="596" height_o="634" data-src="https://freight.cargo.site/t/original/i/ffb632585cfcd4e56c5c24442052a29ff1dfa39a900ec24bfa1f12ca93b2f8ea/Screen-Shot-2019-06-07-at-6.30.17-PM.png" data-mid="46130672" border="0" alt="Twitter post featuring imagery by Bart Hess" data-caption="Twitter post featuring imagery by Bart Hess" src="https://freight.cargo.site/w/596/i/ffb632585cfcd4e56c5c24442052a29ff1dfa39a900ec24bfa1f12ca93b2f8ea/Screen-Shot-2019-06-07-at-6.30.17-PM.png" /> <img width="1588" height="2420" width_o="1588" height_o="2420" data-src="https://freight.cargo.site/t/original/i/de4a758dcd2d03c14c9da8abf3892aa0e40e52a37bb5d9dffc470d44da6a551e/ASIA2019_Episteme_Singapore_Overview_email.jpg" data-mid="163541710" border="0" alt="Blue-themed event invitation featuring imagery by Bart Hess. " data-caption="Blue-themed event invitation featuring imagery by Bart Hess. " src="https://freight.cargo.site/w/1000/i/de4a758dcd2d03c14c9da8abf3892aa0e40e52a37bb5d9dffc470d44da6a551e/ASIA2019_Episteme_Singapore_Overview_email.jpg" /> <img width="3000" height="4316" width_o="3000" height_o="4316" data-src="https://freight.cargo.site/t/original/i/fb5ee63908d5a98452ef155e29cbdb3d8471e2615a59ebc7564f09ca6119db95/epistemeasia-0112.jpeg" data-mid="163542107" border="0" alt="A bottle of Aesop's Blue Chamomile Facial Hydrating Masque is overlaid on top of macro photography of water droplets on blue spheres." data-caption="A bottle of Aesop's Blue Chamomile Facial Hydrating Masque is overlaid on top of macro photography of water droplets on blue spheres." src="https://freight.cargo.site/w/1000/i/fb5ee63908d5a98452ef155e29cbdb3d8471e2615a59ebc7564f09ca6119db95/epistemeasia-0112.jpeg" /> <img width="924" height="586" width_o="924" height_o="586" data-src="https://freight.cargo.site/t/original/i/b044f98e6e01cd9247773b72ba0d3197d8889f0ddf8e6f838d6d97cd0045e1ad/Screen-Shot-2019-06-07-at-6.31.41-PM.png" data-mid="46130433" border="0" alt="Facebook ad highlighting Aesop's Geranium Leaf Body Care Care." data-caption="Facebook ad highlighting Aesop's Geranium Leaf Body Care Care." src="https://freight.cargo.site/w/924/i/b044f98e6e01cd9247773b72ba0d3197d8889f0ddf8e6f838d6d97cd0045e1ad/Screen-Shot-2019-06-07-at-6.31.41-PM.png" /> <img width="821" height="663" width_o="821" height_o="663" data-src="https://freight.cargo.site/t/original/i/7541020624742ba359310dcc2c31e970762f8ea6c0a93436d3c9c198fd5611ab/ASIA2019_Episteme_Singapore_Overview_04.jpg" data-mid="163541958" border="0" alt="Mockup of folded poster featuring a macro shot of a woman's dewy skin. " data-caption="Mockup of folded poster featuring a macro shot of a woman's dewy skin. " src="https://freight.cargo.site/w/821/i/7541020624742ba359310dcc2c31e970762f8ea6c0a93436d3c9c198fd5611ab/ASIA2019_Episteme_Singapore_Overview_04.jpg" /> <img width="3000" height="2072" width_o="3000" height_o="2072" data-src="https://freight.cargo.site/t/original/i/52842e2cdcee5506458f2d3694a0f569d71ad9d88b536e54afc822e95700992d/epistemeasia-013.jpeg" data-mid="163544147" border="0" alt="A man's face is obscured, mirrored, and refracted by transparent PVC; a digitally manipulated image by Bart Hess." data-caption="A man's face is obscured, mirrored, and refracted by transparent PVC; a digitally manipulated image by Bart Hess." src="https://freight.cargo.site/w/1000/i/52842e2cdcee5506458f2d3694a0f569d71ad9d88b536e54afc822e95700992d/epistemeasia-013.jpeg" /><img width="3000" height="2072" width_o="3000" height_o="2072" data-src="https://freight.cargo.site/t/original/i/39e5da60da8d4615e7477aea705a5cd4dd23d16cbf5fc9b72bef9ba1be9ba87c/epistemeasia-01.jpeg" data-mid="163544149" border="0" alt="A macro shot of a woman's lips, nose and cheek; blue spheres covered with water droplets sit atop her skin to represent intense hydration. " data-caption="A macro shot of a woman's lips, nose and cheek; blue spheres covered with water droplets sit atop her skin to represent intense hydration. " src="https://freight.cargo.site/w/1000/i/39e5da60da8d4615e7477aea705a5cd4dd23d16cbf5fc9b72bef9ba1be9ba87c/epistemeasia-01.jpeg" /> <img width="1000" height="667" width_o="1000" height_o="667" data-src="https://freight.cargo.site/t/original/i/d56f8f421b08c7390a098cf4ecd5a0a16add2668311b8d8fb7bba93b9f8ec8c6/large_Aesop_Episteme_0002_b505df8a6d.jpeg" data-mid="163544150" border="0" alt="Installation view showing a campaign film being projected onto a gallery wall." data-caption="Installation view showing a campaign film being projected onto a gallery wall." src="https://freight.cargo.site/w/1000/i/d56f8f421b08c7390a098cf4ecd5a0a16add2668311b8d8fb7bba93b9f8ec8c6/large_Aesop_Episteme_0002_b505df8a6d.jpeg" /> Copy: Jack Ball-SmithArt Direction: Camille Legrand, Marney Kerr Collaborating Artist: Bart Hess Installation Design: Carolyn Jackson&nbsp; Sound Design: Ricky van Broekhoven https://jackballsmith.com/Home-Page Sun, 16 Jun 2019 00:01:18 +0000 Jack Ball-Smith https://jackballsmith.com/Home-Page Jack Ball-Smith is a Director of Copy based in New York City.