AVON - LEAPING BUNNY
Amplitude has been a key creative partner to Avon since 2015. Throughout this time, we’ve worked on everything from product launches to training materials, fashion shoots, app unveilings and sizzle videos.
In 2023, Avon received Leaping Bunny accreditation for a select number of products, signifying that they are certified cruelty-free.
Naturally, Avon wanted to shout about this, and it was up to Amplitude to design Leaping Bunny photography and animation campaign.
Through onboarding meetings with Avon’s stakeholders, we determined that the campaign’s key aim was to communicate their Leaping Bunny accreditation to their magazine readers and social followers.
In addition, through onboarding meetings and subsequent research, we agreed…
- The certified products must feature
- The campaign should be light-hearted and accessible
- The camping should feel luxury and glossy
From here, we determined we’d take high-end product photos and pair them with playful rabbit illustrations. We’d produce short animations for socials with the same concept, showing rabbits playing on and around the products.
CONCEPT DEVELOPMENT
To help Avon stakeholders visualise what the finished campaign imagery would look like, we produced moodboards, illustrations, and mockups. Below is a selection of images from the process.
ILLUSTRATION MOODBOARD
Illustrative examples from other sources that formed the basis for our illustration concept.
ILLUSTRATION DEVELOPMENT
A selection of illustrations in different styles, all created by our in-house illustrator.
TEXTURE MOODBOARD
In the beauty industry, the texture and feel of the product are almost as important as what the product does. The concept we pitched to Avon included swatching to better appeal to this audience need, showing product textures alongside packaging.
MODEL CASTING
Models were the final piece of the puzzle. We worked with local agencies to select three hand models to work with.
It was imperative that the selection was diverse, reflecting Avon’s inclusive values. Models would be styled with simple nude or clear nail polish, reflecting the natural ingredients used in Avon products.
COMPOSITION MOODBOARD
Everything combined into a shoot concept that included hand models, product packaging, product swatches, and custom illustration.
This slide shows a selection of pre-shoot mockups and example images created to communicate the concept to Avon’s stakeholders for signoff, ensuring a smooth and seamless workflow when we got into production.
SHOOT PREPARATION
Ahead of the shoot we prepared clear lists of deliverables and call sheets to help everyone understand exactly what was needed of them and when.
We conducted a test shoot with product samples to us well ahead of the actual shoot date to ensure we’d tested our lighting setup with actual product packaging (always an interesting challenge where glass and reflective surfaces are involved). This also let us get hands on with product swatching, getting to grips with product textures and how to work with them.
We also produced animation tests alongside this, and produced a simple animation storyboard to ensure the photography we captured would also work when it arrived with our animation team.
STUDIO SHOOTING
Photography was captured over two days in Amplitude’s own studio, with Avon’s stakeholders present throughout to streamline composition and shot signoff.
Over these two days, we captured the following for each product:
- Product flatlays
- Product combined with swatches
- Models holding product
- Models holding product with swatches
- Swatches by themselves
This bank of images gave us plenty to use in post production. In particular, having individual shots of product swatches allowed us to create custom compositions beyond what was captured, providing us with greater flexibility in creating the final shots.
Some shots were captured with different exposures and lighting setups to better show packaging or swatching. These shots were later composited together.
POST PRODUCTION
Photography was captured over two days in Amplitude’s own studio, with Avon’s stakeholders present throughout to streamline composition and shot signoff.
Over these two days, we captured the following for each product:
- Product flatlays
- Product combined with swatches
- Models holding product
- Models holding product with swatches
- Swatches by themselves
This bank of images gave us plenty to use in post production. In particular, having individual shots of product swatches allowed us to create custom compositions beyond what was captured, providing us with greater flexibility in creating the final shots.
Some shots were captured with different exposures and lighting setups to better show packaging or swatching. These shots were later composited together.
