The Ask
ASOS was in need of a seasonal prom campaign that would resonate with their Gen Z consumer.
What We Did
Knowing that Gen Z is notorious for seeing through bullshit, we chose to buck cliché prom conventions and advertising to create a campaign that put their rebellious individualism at the heart of the story. Honoring the outsider within us all, we created an ‘anti-prom’ prom campaign, shooting in a chandelier warehouse and casting a kaleidoscope of prom characters who were all united in their uniqueness.
Our Alchemy
The authenticity of our campaign’s components resonated with its audience in a major way. This series was the highest performing brand campaign video among the US ASOS audience in 2018.
Credits
Executive Creative Director & Film Director: Sara McDowell
Executive Producer: Nicole Van Straatum
Director of Photography: Adam Giese
Photographer: Sabrina Santiago
AC: Spencer Thielmann
Gaffer: Gus Arvanitopoulos
Stylist: Laura Pritchard
Makeup: Ashleigh Ciucci
Hair: Charlie Taylor
Manicurist: Yukie Miyakawa
Editor: Molly Holtzinger
Original Music: Jon Chu
Casting Director: Arielle Berman
Models: Joy Taira, Jessica Wu, Kemi Olukanni,
(Mars) Jamir Murray, & Alexander Luke Bahta
