Spring / Summer 21

Edgars Beauty Spring / Summer 21 brought together a portfolio of globally recognised beauty and luxury brands, each with its own identity, visual language and expectations.

The challenge was not simply to create content for each of them. It was to preserve what made every brand distinctive while allowing all of the work to belong naturally within one Edgars Beauty campaign and connect with a South African audience.

That required translation rather than imitation.

Instead of reproducing global campaign imagery on a smaller scale, we looked at the visual codes, product stories and personality of each brand and asked how they could be reinterpreted through the resources, environments and creative talent available locally.

Each piece was developed as its own short-form visual narrative.

Concept, scriptwriting, styling, set design and direction worked together to establish a distinct world around each product, allowing individual films to shift in tone and aesthetic without losing the editorial discipline connecting the wider campaign.

This gave us room to move between different expressions of beauty while keeping Edgars Beauty as the platform holding them together.

The production model was deliberately compact.

Rather than seeing limited resources as a restriction on the creative, they became part of the discipline behind it. Sets, styling, framing and narrative had to work harder, with every element chosen for what it contributed on camera.

That approach allowed us to create multiple distinctive brand worlds within one broader production framework, balancing international brand expectations with local relevance and production realities.

It also meant thinking beyond individual assets.

Each concept was designed for the environments in which audiences would actually encounter it: short-form, social-first content capable of communicating a recognisable brand idea quickly, visually and without relying on scale for impact.