“It’s important to have the confidence to wear what you want to wear and feel empowered to let your fashion choices evolve with your personal style." Osbourne.
Today, Scentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, launched its Spring Summer 2015 (SS15) fashion campaign, ‘Today, I Am’.
‘Today I Am’ is a confident declaration of empowering and embracing who you are, on an ever-evolving journey, exploring the way consumers use fashion and beauty for self-expression.
Fronted by Westfield Style Ambassadors Kelly Osbourne and Lara Worthington, the fully -integrated campaign will launch across earned, owned and paid channels. ‘Today, I am’ content will appear on the new Smartscreen Network of 1200 screens across 34 Westfield shopping centres, catch-up TV, YouTube, traditional and online radio including integrated Spotify playlists influenced by weather, set to inspire the morning routine of picking our #TodayIAm fashion choices.
The campaign features a series of short films that explore fashion and beauty as an outward expression of self, told through the personal narrative of Osbourne and Worthington.
Sibling Agency creative credits for the SS15 ‘Today, I Am’ Kelly Osbourne feature films:
ECD: Michael Dole (Sibling)
Creatives: Michael Dole (Sibling), Dean Hamilton (Sibling)
Managing Director: Fleur Marks (Sibling)
Agency Producer: Jeff Edwards (Sibling)
Account Director: Belinda Wearne (Sibling)
PR Associate Director: Allison Larkin (Sibling)
PR Account Director: Sarah Hazen (Sibling)
Media Account Director: Danni Dimitri (Sibling)
Director: Darren Tieste (Inter Talent Communications)
DOP: Bryant Robinson
Editor: Chris Harvey (Invisible Artists)
Photographer: Darren Tieste
Sydney Stylist: Peter Simon Philips (Company 1)
New York Stylist: Michael Kozak
Hair: Ryan Randell (The Only Agency)
Make-Up: Denika Bedrossion (Cloutier Remix)
