Newly-formed independent Australian and international creative agency Daughter, has launched a spirited campaign for ilabb - the first for the innovative New Zealand-based international experience-driven fashion brand.
‘Live without barriers’ is the lead in an installment of content that captures the unique spirit of ilabb people. A depiction of what happens when you look beyond and see the world from a unique perspective – without fear of external judgement. Free to push the boundaries and put yourself out there. To go within, see beyond and let go.
Shot in the remote sand dunes of Glinks Gully in New Zealand’s North Island, viewers follow the internal and external journey of New Zealand Olympic freestyle skier and TV host Anna Willcox. Snow is not a barrier as she ‘sand skis’ down 100 metre sand dune faces, the film oscillating between her conscious and subconscious states.
Daughter is a new generation of creators with a unique perspective – seeing the world without the limitations of old world views. It’s a creative agency for the next generation. Partnering with brands to look within, see beyond… creating a world our daughters and sonswould be proud of.
They create ‘inside out’ brand platforms that connect audiences – originating with the shared values found between brand and audience. An alignment of customer, content and context with an agnostic path to idea generation, their work covers integrated strategy, creative, film, content, PR, social, experiential, digital, technology and production.
Client: ilabb @ilabb
Marketing & Brand Director: Charlotte Wills @charlottewills_
CEO/Stunts: Seadon Baker @seadss
Head of Design: Tash Loo @tashpashmash
Creative Agency: Daughter @daughtercollective
Film Director: Michael Dole @doleydoley
Talent: Anna Willcox @anna_willcox
DOP: Luke Stockman @lukestockman
Photographer: Connor Lambert @lqmbert
Stand by props: Cam (Ron) Huggins @ronzenjammer