Staying on top of trends while evolving and strengthening the brand were key in developing the twice yearly campaigns for international fashion brand Kensie. A brand that defines itself as “pretty”, the tone is set through art direction of photo shoots. Engaging with the consumer and becoming a part of the culture of the consumer was an important part of the campaign. Viral video, songs written specifically for the campaign, user submitted web content and an active social media campaign, work towards this goal. Print advertising in magazines such as Marie Claire, Elle and Glamour and outdoor advertising were used to spread the word and development of international retail space and pop up shops gave the brand a real world presence.