Riley Rose came to us for a unique out of home wild posting campaign for the grand opening of their first ever retail location in Los Angeles. Riley Rose isn’t your typical beauty and lifestyle brand, therefore, we didn’t want to do a usual run-of-the-mill fashion ad. We wanted something the felt as inspired as the store itself. A place to be yourself, have fun and embrace your natural beauty. Visuals feature models from a variety of different backgrounds, overlapping each other to create a collage of natural beauty inspired by the ethos of the brand.
Who Is Riley Rose?
The wildpostings aim to disrupt the traditional beauty and fashion advertising world by using a layering and hand-ripping technique to reveal underlying visuals. We created hundreds of wild postings in the most instagrammable neighborhoods in LA. Each poster was layered with 3 images and hand-torn to reveal a composite of several models, enumerating that "beauty" does not belong to just one person, rather, beauty is in everyone.
The final result was a massive, city-wide campaign asking viewers the question, "Who Is Riley Rose?" which generated excitement for the brand's grand reveal in September of 2017. Customers flocked to the flagship retail location to answer for themselves, "Who Is Riley Rose?" The answer of course, is Riley Rose is everyone.