The Original Crinkle™
Analysis of high-performing paid content revealed a strategic gap in Hunza G’s asset mix: while visually strong, existing creatives were not optimised for paid social. To address this, a social-first production was developed to run in tandem with a heritage-focused stills shoot for the brand’s Core campaign, in collaboration with digital agency Spekk.
Designed specifically for Meta platforms, the shoot leaned into key storytelling pillars — with emphasis on the Original Crinkle™ fabrication – delivering performance-driven creative that maintained its aspirational look and feel.
Brand: Hunza G • Project Scope: Creative Direction, Strategy & Planning • Objective: Brand Consideration & Traffic • Date: 2023
By applying creative and performance insights with a video-first approach, the campaign drove a 165% increase in buying intent signals versus previous editorial assets — marking a pivotal shift in the way Hunza G managed creative production moving forwards.
Photographer: Jean Ambrojo
DOP: Michael Lasanta
Art Direction: Stephanie Richardson
Models: Camilla Christensen & Tahnee Atkinson
Production: Spekk