European Wax Center is a full-service waxing company. With a loyal consumer base in the 25-34 age bracket, EWC sought to expand its appeal to 18-24 year-olds. With a strong focus on appealing to a younger, mass demographic - we launched an influencer initiative called ‘Strut Society.’
This campaign celebrates the risk-takers, move makers, and knowledge that true confidence comes from feeling good in your own beautiful skin— and surrounding yourself with people who support you along the way. When it comes to strutting outside your comfort zone, European Wax Center and the Strut Society have your back from all angles.
‘Strut Outside Your Comfort Zone’ is about personalizing this feeling of confidence, which inspires you to take on new experiences, achieve your goals and overcome any challenge that comes your way. Starting with an event that centers on our influencers, we’ve created a narrative that celebrates our girls' ability to grow, speak up, and feel empowered to take risks and band together
— all encouraged by European Wax Center.
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Project: Digital Campaign
Role: Senior Art Director
Skills: Creative Strategy, Creative Direction, Art Direction, Photo Direction, Video Direction, Design
Team: Elliot Hinds (DP), Jeremy Cohen (Photography)