Freya von Noorden Pierce

Writing, strategy, campaigns

Otrium

Brand strategy & creative production
2021 – 2022

Two women in pink from Otrium’s festive campaign

During my time at Otrium, I produced editorial shoots and wrote engaging copy while keeping the look and feel consistent with the brand’s identity and vision.

Otrium x You with Winter van den Brink

At Otrium, we encouraged shoppers to create their own lookbooks and personal style rather than chasing trends. Working with esteemed fashion photographer Winter van den Brink, I created lookbooks with five models that emphasised their personal tastes, personalities and individualities. We shot these visuals around Amsterdam and created short-form video interviews to accompany each subject. I led the art direction and storyline for this project, working directly with Winter and our video team.

Otrium x You lookbook photograph 1 by Winter van den Brink Otrium x You lookbook photograph 2 by Winter van den Brink Otrium x You lookbook photograph 3 by Winter van den Brink Otrium x You lookbook photograph 4 by Winter van den Brink Otrium x You lookbook photograph 5 by Winter van den Brink Otrium x You lookbook photograph 6 by Winter van den Brink Otrium x You lookbook photograph 7 by Winter van den Brink

Festive campaign FW21

Do it twice as good

For our 2021 festive campaign, we embraced the theme of opulence within everyday life after a difficult two years of staying indoors and distancing from loved ones. The result of this was to go ‘all out’ – think glittery extravagance mingling with otherwise mundane, everyday themes of the city.

With the usual theme of festivity and celebration fully embraced, we wanted to encourage our customers to think about living in the moment and enjoying the time they spend with others. After a long time of being isolated, it’s time to push the boat out with your nearest and dearest, dressed up and over the top to make up for lost time.

Model in a gold sequin dress in front of a yellow van

Two models laughing on a café terrace

Two models in pink sitting on a stone wall

Model in a teal suit holding a sequinned bag Model in a black suit outside a café Three models walking through the city

Brand-specific: Alexander McQueen

For our brand-specific project for legendary designer Alexander McQueen, respecting the style of the clothes and the brand’s legacy came first and foremost.

We wanted the softness of the warm cedar wood to contrast against the rougher leather and acrylic pieces that the collection featured. Steely poses and eye contact from the models gave it the edge and attention we needed.

Model in a yellow floral jacket

Model in a green leather Alexander McQueen dress

Two models in black-and-white Alexander McQueen pieces

Social copy

Instagram was Otrium’s fastest-growing and most-followed social platform. With these product shots, the copy is brief and casual, which I used to emulate a down-to-earth tone of voice.

Otrium Instagram post with a coral handbag Otrium Instagram post with yellow slip-on shoes

Otrium Instagram post with a yellow bag Otrium Instagram post with a model in a white T-shirt Otrium Instagram post with striped knitwear

B2B copy

With B2B copywriting, we celebrated each brand’s decision to join Otrium’s platform, while reiterating our shared values – to ensure all clothing gets worn.

Otrium LinkedIn post announcing the Temperley London partnership Otrium LinkedIn post announcing a new VP of Engineering Otrium LinkedIn post welcoming CLOSED

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