Before we talk about creative, a few honest questions.
- When your last campaign ran, what did people feel? If the honest answer is “nothing in particular”, that is the gap we close.
- How many campaigns have you paid for that looked fine, said the right things, and changed nothing?
- What has that cost you: the launch that needed a second budget, the cause that never got the attention it deserved, the competitor whose story people tell instead of yours?
- And if the next campaign is built the same way, what will be different?
WAUNT by Oriflame: a Gen Z launch for a brand sold in more than 60 countries.
Oriflame gave us two months to launch its WAUNT line to Armenia’s female Gen Z audience, in a market K-Beauty already owned. The story could not be “better skincare”. It had to be theirs: the places they live, the sounds they share, the creators they trust.
We researched everything from their hangouts to the stickers on their laptops, built a visual identity and message around that world, and brought in the country’s most followed sound, dance and TikTok creators to carry it. Oriflame’s other global offices went on to adapt the creative for their own markets, and the campaign earned a Shorty Awards nomination.
A campaign with a heart and a spine.
- The insight.Research into the people you need to move: what they fear, hope for and already believe. The story starts there, not in a brainstorm.
- The story.One deep, true, emotional narrative that gives the campaign a reason to exist beyond the product.
- The message.A line people can repeat, and a system of messages that adapts to every audience and channel without losing its voice.
- Creative direction.Photography, film, illustration, motion and design, held to the standard of the awards we judge.
- Production.Shot, designed, animated and edited by our own team, so nothing is lost between the idea and the screen.
- Rollout.Adapted for social, digital, print, outdoor and events, and launched with a plan for who sees it first and what they do next.
Picture the campaign people bring up unprompted.
How Elen builds a campaign.
Elen Gasparyan has directed every campaign on this page. The sequence is the same whether the client is a UN agency, a global beauty brand or a community clinic.
We find the human truth.
Interviews, research and a lot of listening, until we find the one feeling the audience shares and nobody has spoken to. For “See Me, Not My Cancer” it was not pity people wanted. It was to be seen as themselves.
We shape the story.
The truth becomes a narrative with a beginning, a tension and a resolution. After Impossible retold Sean Swarner’s journey, from three months to live to the summit of Everest, in nine destinations with one line each.
We sharpen the message.
The story is distilled into a line people can repeat, and a message system that works for every audience. For IOM, UN Migration, that meant one clear promise carried in several languages to migrant workers who had days, not weeks, to act.
We execute without compromise.
Every frame is directed: photography, motion, typography, colour, sound. Ethnic Rhinoplasty for Dr. Chobanian celebrated cultural features instead of hiding them, so the visuals had to feel like portraits, not before-and-afters.
We launch and measure.
The campaign goes out with a rollout plan, and we watch what moves: reach, conversation, sales, sign-ups or donations. WAUNT sold out in two months.
What the work has earned
We work with tech startups, fashion brands, non-profits, food & beverage companies, entertainment, healthcare, and corporations, delivering tailored creative solutions to help them stand out and succeed
Questions people ask
- Is this for brands or for causes?
- Both. The method is the same: a human truth, a story, a message, and execution that does it justice. We have used it for a global beauty brand, a UN agency, a cancer support community and a plastic surgeon.
- Do we get Elen, or a team?
- Both. Elen directs every campaign personally, from the first interview to the final frame. The team around her writes, designs, shoots, animates and edits in-house.
- We already have a strategy. Can you just do the creative?
- Yes. We start from your strategy and go deeper into the story. Most briefs describe what to say; our job is to find why anyone should feel it.
- How long does a campaign take?
- WAUNT went from brief to sold out in two months. A full integrated campaign with original production usually needs more. We scope timing on the call and hold to it.
- What does it cost?
- Less than another campaign that looks fine and changes nothing. Real numbers come after we understand the brief, which takes one call.
Would it be worth one call to find out what your next campaign could make people feel?
Pick a time that suits you. One call, no slides, no pitch: you leave knowing whether your story is strong enough, and what it would take.
Prefer to write first? Leave your details on the contact form and we will call you.