by Nigel Ooms
Creative Brief Job description A series of print ads which show the essence of The Ritzy to the target audience; it is an introduction to the brand.
Target Audience Women starting their careers or in the early stages of their career aged 20 to 35 years old with a professional attitude. They enjoy work and life and demand versatility of their attire. They are educated, cultured and have a strong drive to make it in the corporate world.
Objectives Inspired by the women from the 1920’s, The Ritzy offer women a versatile professional attire that can change as quick as the woman itself. It is based on a freedom of choice and individuality.
Substantiation - Women are versatile themselves, so their wardrobe should also be flexible. - Gender inequality is still in issue; It’s still a man’s world. - Working towards a future can only be responsible when the history and heritage is respected. - Luxury and quality do not always imply expensive products, The Ritzy offers affordable prices to a younger audience.
Key Response I should get to know the brand and its products, the vision and the atmosphere.
Desired Brand Character Temperament: determined and succesful Character: She knows how to balance work and life Attraction: individuality but socially conscious Charm: luxurious but affordable Mindset: sophisticated Use: professional but versatile Time: contemporary and respectful
Creative Process Vision A serene, balanced view on the versatility of women. Women carry multiple roles during the day, this is reflected in the images.
Multiple similar models I chose to use the same model twice to show the versatility of the woman, it reflects the duality between a career woman and a socialite. The make-up and jewellery is professional, but can be updated for the nightlife with a splash of colour.
During the shoot
Nigel Ooms Photography
David Dumon - Robi Struyf
Charlotte Anne Bongaerts Styling
Nigel Ooms Location & Setting
Nigel Ooms Make-up
Charlotte Anne Bongaerts - Nigel Ooms