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In Q1 2022, SHADOW conceptualized the creative concept and cast Express’ socially-anchored, omni campaign that demonstrated how the brand was living in color for Spring, and invited its styling community to #ExpressYou through music, style, movement and color. We created a cohesive and fully integrated social moment across the brand’s key channels, that ultimately brought top of funnel awareness for the brand and reached new and existing audiences, in addition to generating significant impressions.
We oversaw the creative strategy and execution for the #ExpressYou campaign elements, starting with a 30-second CTV spot featuring Derek Hough and Hayley Erbert and a cast of supporting influencers and models. Shot in Los Angeles, the CTV used Labrinth’s version of the iconic tune “Express Yourself” as the campaign track, and incorporated dancing, the brand’s newness for Spring, and of course — color. This moment officially kicked off a social campaign, taking place across TikTok and Instagram Reels demonstrating how our talent expresses themselves through style, movement and color.
Additional assets were captured on set, including still imagery and behind-the-scenes footage which were packaged up for social content, marketing materials and more.
Following the week of launch, Tiktok growth was up +54% compared to the previous week.
Sentiment around the #ExpressYou campaign was overwhelmingly positive across social platforms (#ExpressYou has seen 368 positive messages at time of final recap update)
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