For the launch of their Gloss Absolu range, Kérastase wanted to leverage the collage format to reach a Gen Z audience on Pinterest, while retaining their signature clean, classy, French aesthetic. The brief specified that both stock and AI were not to be used, so the challenge was to create these collages using supplied assets only. Thankfully, they provided a range of editorial shots, product shots, and behind-the-scenes polaroids from their photoshoot, creating a nice bank of imagery to collage with.
Final Assets
Working with a mix of editorial, product, and behind-the-scenes imagery supplied by the client, the challenge was finding a balance between the eclectic, UGC-style feel of collages and the brand’s more polished visual identity. Clean cut-outs, pastel tones, and floral accents were the solution – and the work was approved with minimal rounds of feedback.
Animation
After the three static collages were approved, we were asked to add motion to one of the collages. When it comes to animated collage ads on Pinterest, best practice at the time was to emulate the motion presets available in Pinterest’s native in-app collage tool so the ads look more at home among user-generated content on the platform. As we animate collage ads in After Effects, we’re able to add a little more finesse to the motion on things like the headline text and CTA, but otherwise the animation style is characterised by simple, looping motion on a few of the collage layers.