Auras - Brand / Campaign - NTU - 2021

From my previous dissertation research and idea generation (see healing hedonism), my final proposal for my brand was ‘a sober self-discovery journey, exploring a spectrum of moods through music, to promote healing hedonism'. ​ I experimented with a variety of aesthetic options testing them with the consumer and trying to go beyond cliché imagery. I chose to visualise my idea through a playful and dreamy concept taking inspiration from films like Wes Anderson's Moonrise Kingdom and photographer Petra Collins. I then created my brand 'Auras' with the catchy slogan 'hedonism without the hangover'. It aimed to create a weekly self-care ritual for the consumer with 3 unique sensory spaces to discover in a clubbing setting. I then brought the brand to life directing and editing a promo film which involved in-depth planning and preparation including a shot list, styling inspiration and location scouting. I also created mood boards to visualise the different areas within my event space. As well as mocking up a social media campaign for Instagram – including ads, posts and an overall aesthetically pleasing feed. I took the time to understand my gen z consumer and the smaller archetypes within them, zooming in to the small moments in their day where I could get their attention. I ensured I was using the right channels to reach them and that the whole campaign worked cohesively, using KPIs to measure success. https://www.rebeccasophieweir.com/auras