Whind
Beauty & Skincare | Campaign Film, Photography & POS
A golden-hour world,
built in January.
A complete campaign world for Whind, spanning campaign film, out-of-home advertising, POS, packaging imagery, hero campaign imagery, product still life, e-commerce and social.
The Brief
A British luxury skincare brand rooted in Moroccan heritage, built around warm science and the sensory ritual of golden-hour beauty.
Founded in the UK by Moroccan-born Hind Sebti, Whind draws on ancestral heritage and deep experience in the global beauty industry. The brand pairs high-performance clinical actives with Moroccan-inspired textures and scents, built around the promise of a radiant, sun-kissed glow.
The brief was photography-led: warm, sun-drenched campaign imagery with a distinctly Moroccan sensibility. The work needed to feel premium and coherent across every place the customer would meet the brand: campaign, e-commerce, social, packaging, in-store retail and digital advertising. The challenge was to create the feeling of high summer in North Africa during a London winter, and to build a body of work that could stretch across multiple formats without losing its warmth, elegance or sense of place.
A brand that lives in warmth and sensuality cannot afford to look like it was made in January.
The Creative Approach
JCA saw that the brief could go further. A photography commission became a fully integrated campaign world.
A treatment was developed proposing film, campaign photography and product photography created from the same creative foundation, with one shared sense of light, colour, texture and place.
Moving image had not been part of the original brief. JCA proposed it, supported by a treatment document and previous film examples. The client agreed. That decision gave Whind a set of films that belonged completely to the same world as the stills, rather than sitting separately from them.
To solve the January problem, JCA built Morocco inside its Shoreditch studio. A full set construction created the warm, textured, sun-saturated environment the brand needed: terracotta tones, sculpted light, softness and golden-hour atmosphere, all recreated in a controlled studio space. JCA led casting throughout, selecting three talent for their movement, presence and fit with the brand's visual identity.
The first phase delivered beyond expectation. On the strength of the campaign imagery and the way JCA had understood and solved the brief, Whind returned with a product photography commission. The still life imagery was shot using the same lighting approach and creative foundation, combining the original campaign set with smaller product-scale sets built to match its aesthetic and ensure complete continuity across the campaign imagery, product range and elevated e-commerce assets.
Campaign Film
Click play to watch the full
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The WorkA six-day production across two sessions. A complete campaign asset bank built to support the brand across every major touchpoint.
7
Campaign films across three formats
6
Days of production across two sessions
8
Platforms and touchpoints covered
Campaign Deliverables
Campaign Film
One 30-second campaign film, three 15-second films and three 10-second films for online, social and in-store use
Out-Of-Home Advertising
Campaign imagery prepared for out-of-home advertising formats
In-store & packaging
Film and photography for point-of-sale advertising, plus campaign imagery for packaging and influencer gift boxes
Campaign Photography
5 hero campaign images plus 35 supporting assets for advertising, print, and digital
Product Photography
10 key product still life images, shot to match the campaign world
Website banners
8 seasonal website banners for rotation throughout the year
E-commerce
30 elevated e-commerce assets maintaining the campaign aesthetic across the product range
Social
Film cutdowns, photography crops and additional assets created specifically for social formats
Packaging content
Still Life
The OutcomeThe work became Whind's primary campaign identity. Then it kept going.
Following the release of the campaign, Whind reported a spike in sales. The campaign imagery and supporting asset bank ran across e-commerce, social, in-store, packaging, out-of-home and digital advertising for the initial two-year usage period. Usage on key campaign images was then extended for a further two years, a reflection of the strength and longevity of the creative. The campaign film remained in active use throughout.
Whind returned to JCA for a second campaign. They also brought their sister hair brand to JCA, a direct result of the trust built through the process and the standard of work delivered.
Across six days of production, JCA created a two-year campaign asset bank for Whind, with key hero imagery and film strong enough to continue representing the brand for a further two years.
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![Whind fragrances campaign featuring a tropical-themed still life]()
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Social Media
The perfect blend
We delivered an online experience with the perfect consistency of unique content and distinct tone of voice, across every device.
Social
Striking content extended to social media channels to create a rich and captivating cross-channel experience.e-commerce
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