BAHE - BEYOND THE STUDIO VIDEO CAMPAIGN
YEAR: 2023 | SERVICES: RESEARCH, TREATMENT DECK, SCRIPT & GRAPHIC DESIGN | CLIENT: BAHE
CONTRIBUTORS: MATTIA BIANCHI (DESIGN TEAM LEAD), DIEGO SEPULVEDA (CASTING & GRAPHIC DESIGNER),
ANGELA BLUNT (MARKETING MANAGER), WE DID CREATIVE (PRODUCTION COMPANY)
BAHE is an Australian yoga and pilates brand aiming to bring timeless and well-designed products into their customers’ everyday practice. Last year they branched out to apparel and released their first collection drawing inspiration from nature with focus on the TDRY technology the range is made from. I worked with the design and marketing team to create a video campaign for the launch.
What’s working, what can we do different?
During the research stage, I looked at BAHE’s competitors and watched campaign videos from each brand to figure out what was working, what we can do that could set us apart. Cross referencing the BAHE brand deck, I created a research deck with insights and a curated range of campaign videos from each brand to present to the team in our initial brainstorming session. After the session, we landed on the idea of the presenting the apparel as pieces that effortlessly intertwine into the BAHE consumers lifestyle and BAHE hard goods through seamless transitions between scenes. From work, to studio, to drinks with the girls - the collection is with you throughout. With this in mind along with the apparel’s unique selling points, I was tasked to build a treatment deck that was then presented to WeDid Creative Video Productions.
A curated Social Feed & Email Marketing
A new social media feed was curated for BAHE to reflect the Beyond the Studio Campaign. The feed was designed to feel more consistent and really highlight the apparel. This included transitioning from one style of apparel by grouping content together in one colour way and then introducing the next colour way in another set of content, we would also plan the content by colour so UGC would be able to fit into the grid seamlessly. Email marketing aesthetic was then updated to have a more minimal approach with a simple layout, using lifestyle imagery from the campaign and content with a more focus on apparel.
The Final Cut & Reflections
There were some changes to the script in the final cut due to production logistics however we believe that the message and story stayed true to the original vision and was communicated effectively. Since the apparel launch, the campaign video has been one of the many contributors to BAHE’s brand growth and as a team we are proud of what we had accomplished. Hope you enjoy!