Later Made You Look Campaign

Brief

After launching the new brand, Later aimed to make a splash by creating our largest brand-awareness activation ever! The goal was to create a campaign that would exist both online and IRL.

Outcome

Made You Look celebrates the people at the core of our user-base: creators. We hand-picked 5 different niche creators and filmed them at work in their homes and studios, revealing what it takes to make someone look. The resulting campaign culminated at a series of activations at SXSW. We branded multiple surfaces, from taxi-cabs to bespoke ice cream trucks, and threw a huge party in an abandoned pool to showcase and celebrate our creators!

Creative director — Betsy Field

Lead designer — Poppy Higton

Motion designer & social video editor — Euan Murphy

Spatial designer — Bianca Chubb

Copywriters — Bee Gray & Sarah Johnson

Photography & video production — Shane Anderson & Frankie Cavalcanti

Sound design — Daniel M. Petersen