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Skins, sensory brand campaign
PROJECT Concept development, creative direction, campaign slogan, copy direction, sound direction, interactive web experience
YEAR 2024
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Curated for Your Mood was developed from the observation that seasonal transitions influence more than our surroundings. They influence how we feel. As summer gives way to autumn, moments of renewed energy, introspection, optimism and melancholy naturally coexist. Rather than focusing on the season itself, the campaign explores the emotional landscape that accompanies change.
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WHERE EVERY HORIZON HOLDS A NEW BEGINNING
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Built around the question What’s under your skin?, we developed a campaign that invites people to look beyond what is immediately visible. It explores the feelings, thoughts and emotions that move around in our inner world, especially during a season of transition. Rather than responding to changing moods, Curated for Your Mood attempts to influence them, positively. Through a carefully curated sensory experience, we encourage every body to reconnect with themselves, empowering them to restore equilibrium and strenghten them in the moment they need it most.
The visual design translates emotion into an abstract sensory language. Working with soft focus, monochromatic colour palettes and fluid movement, the imagery shifts attention away from the external world towards inner experience. Each visual direction was designed to evoke a feeling, leaving space for personal interpretation.
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THE MAGNITUDE OF YOUR MAGNETIC PRESENCE
The campaign unfolds through four emotional narratives: Expanding Horizons, Radiant Energies, Mixed Moods and Going Inward. Each story is expressed through its own colour world, visual language and curated product selection, encouraging discovery through emotion.
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WAVES AND RIPPLES, IN A SYMPHONIC HARMONY
In the context of sensory curation, every touchpoint was developed around the same strategic idea. From product curation and interactive web design to digital storytelling, boutique experiences, photography and campaign assets, we translated one concept into a cohesive sensory journey. Visitors could select their current mood through an interactive online experience, while curated products and neuroscientific insights revealed how the senses can positively influence emotion, balance and wellbeing.
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To complete the sensory experience, we developed an original sound concept consisting of four mood-based playlists, each translating an emotional state into music. Inspired by neuroscientific insights into how sound and different brainwave frequencies relate to relaxation, focus, creativity and restoration, the compositions were carefully curated to complement each mood. Designed for both digital and boutique environments, the curated soundscapes extend the brand experience beyond the visual, creating a deeper sensory connection.
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THE GENTLE EMBRACE OF TRANQUILITY
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SPECIAL THANKS TO Fabia van Kaathoven (Art Director), Maud Griep, Remco Verbooij, Maria Bodil (photography), Delawhere (Sound Composer)