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8 archetypes of women, 8 worlds as imagined by the visionary talent of Becha. Each of the campaign’s characters is represented within a world that channels her legendary power and grace and Becha has recreated a vivid environment in which those fearless women thrive.
We asked Becha to take us behind the scenes of the production of this campaign.
What was your approach to this project?
Since this project had a very clear concept, all I needed to do was to think about the basic style elements and lead all into one strong visual direction - in face I wanted to have realistic parts edited in a collage style. Although all the stories in the ads are different and unique I tried to keep a visual consistency throughout the whole campaign.
Would you like to give a brief description of each ad and what sparked your inspiration?
The Avian woman is gentle and very close to nature - she is part of nature herself. The Feral woman is strong, fearless and her environment is though, with rocks and smoke surrounding her. The Mayan Woman is exotic and warm, her character is standing between tropical elements and abstract temples. Archer is an independent, clever and skilful woman, full of surprises - she is the link between tradition and modern, mythology and contemporary.
Was there any challenge that you had to face in one of these 4 ads in particular?
Nothing in particular. The biggest challenge in this project was to make each one of the eight ads interesting, fresh and with a unique environment - obviously avoiding repeating elements or stories.
Smoothies is Body Glove’s line that creates solid-colours swimsuits - how did you use your artwork to enhance the swimsuit line?
As I had many elements around each model, I needed to find a way to keep the swimsuit visible and at the center of attention: so my way was to make the frame” and “same colour as the swimsuit and repeat that color through some other elements. I hope I succeeded!
The ads will be released gradually over the next few months, appearing in surf, fashion and California lifestyle publications across North America as well as on blogs and other online publications. Stay tuned for the release of the other four amazing ads.