european wax Center | a new state of smooth

THE ASK

European Wax Center wanted their first ever brand campaign to effectively drive new customer bookings and increase brand love in a market where they already dominate. As their AOR, we shifted toward the iconic brand reputation they seek by leaning into the ubiquity of their proprietary violet wax and the consistently smooth experience customers have when they take fifteen minutes out of their busy lives to get waxed. The end result: an immersive, purple world at every touchpoint. Welcome to a New State of Smooth.

THE WORK

To honor the transformative feeling of a fresh wax in technicolor, we captured a series of spots, cinemagraphs (above), and a deep library of photography in a single shoot to tell stories that leaned into strategic messaging that feel specific to the brand for each season, as well as crafted a visual identity system for the launch of the brand campaign.