Works. Nater Project. Stills. Branding. About.
Woman
( Brand Strategy, Campaign, Editorials )
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For the positioning of the own brands as part of the new transformation strategy of El Corte Inglés women's fashion, we developed a 360 proposal to create the brand's DNA: Territories, a style guide for photography and communication, store furniture, packaging, and finally, a brand book that gathers all the brand image construction.
These are some examples of the projects we did for different El Corte Inglés women's fashion brands:
COATS x MARIA ZUBTSOVA/
Editorial
ACCESORIES/
Still life editorial
CD/AD: Natalia Arias A. Photography: Felix Garay - Styling: Eduardo Boillos - Producers: Maria José Vivas
WOMAN FIESTA X JAVIER BIOSCA/
Editorial
CD/AD: Natalia Arias A. Photography: Javier Biosca - Styling: Blanza Uzueta - Producers: Maria José Vivas - Filmaker: David Rodriguez - Dop: Carlos Guijarro
( Branding, Editorial & Campaign )
CHALLENGE 1/ To develop an ecosystem for the summer season for the El Corte Inglés brand, encompassing all its categories (home, fashion, electronics, etc.).
IDEA/ To do this, we determined the tone of emotional and rational messages, key words and phrases, defined visual codes, colour range and materials to be used in the different interventions, digital pieces, photography sets and others; a complete guide of visual resources that would allow us brand coherence but at the same time a little flexibility so that the different departments could coexist with an interesting and renewed offer.
CHALLENGE 2/ Create a new, more contemporary image for Moda Baño el Corte Inglés, and at the same time, count on the launch of new products and special brands for this category that would coincide with the summer ecosystem.
IDEA/ After unifying the shop material, to achieve the change of image of the category, facing the editorial material, we sought to convey greater naturalness in the look and feel of the pieces, and integrate it into the project of transformation of women's fashion that we were developing in the brand, we started from a key value in the strategy: UNIQUENESS.
And under the umbrella of the women's fashion campaign, we created the swimwear campaign under the same slogan: ‘No two summers are the same’, every woman is unique; natural, adventurous, fun... unique in tastes and shopping experiences; not only an advertising campaign but also a series of content related to the different types of women, including the development of a specialised magazine.
NO HAY DOS VERANOS IGUALES/
( Summer Magazine )
CD/AD: Natalia Arias A. Copywriting: Nerea Dolara - Photography: Pablo zamora, Javier Biosca, Eduardo Miera, Esperanza Moya - Styling: Gabriella Naeve y Pilar Lara - Make up: Elena Tebar y Piti Pastor - Producers: Naiara Chinchilla, Maria José Vivas, Miguel de Casas.
ÉNFASIS BLACK/
( Lookbook & Campaign )
CD/AD: Natalia Arias A. - Photography: Pablo zamora- Filmaker: Juanjo Martinez - Styling: Gabriella Naeve - Make up: Piti Pastor - Producer: Miguel de Casas.
NO HAY DOS VERANOS IGUALES/
( Campaign )
CD/AD: Natalia Arias A. Copywriting: Nerea Dolara - Photography: Esperanza Moya - Filmaker: Juanjo Martinez - Styling: Gabriella Naeve - Make up: Elena Tebar - Producer: Naiara Chinchilla
Nater Project. Stills. Branding.
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