01_opening-1

Riley Rose

Riley Rose

Riley Rose is a beauty retail experience unlike anything the industry has seen before. They believe that beauty is an attitude, not a standard. The goal of the campaign is to bring their values of play, discovery and self-expression to a wide audience.

We turned traditional beauty and fashion advertising on its head for this campaign by layering and hand-ripping a series of wild postings in the streets of LA’s coolest and most grammable neighborhoods. Imagery features overlapping images of diverse girls torn away in sections to reveal a collage of unique beauty. In big and bold pink we pose the question “Who is Riley Rose?” Part teaser, part prompt — the campaign reveals that Riley Rose is not one person — she is everyone.


AWARD
COMMUNICATION ARTS 2018 AWARD OF EXCELLENCE


DISCIPLINE
CAMPAIGN
STOP MOTION

ROLE
DESIGN 

STOP MOTION

02_OOH
03_rip
04_rip
05_closeup
06_rip_layout-V4
09_OOH
10_rip_layout-6
11_OOH

We borrowed tonal cues from the OOH campaign, turning them into stop motion, along with still images to create a series of postings on social and their website. Click the video below to see them move.

Made at B-Reel New York.

Made at B-Reel New York.

Designed with John Olson & Gustav Stockman
Creative Direction—Jed Grossman
Art Direction—Gianmaria Schonlieb
Stop Motion —Wen Wang, Gustav Stockman
Production—Ryan Leong
Executive Production—Jacky Tran

© 2020 wen wang