We created Pretty On The Outside as a campaign for Claire's older sister brand Icing.
In order to really bring the attitude and carefree spirit of this brand we casted four friends from Florida and captured them in their natural habitat.
Pretty On The Outside lived primarily on social channels where our four friends would post images from the shoot and share amongst their followers. Using their existing social presence we created a plan to not only grow their followers but in turn grow Icing's followers by creating a simple grading system of hashtags that we use to jump into and drive viewers to a unique shopable site of that night's shenanigans.