michela nicchiotti
Creative, Art Director, Advertising


A social activation campaign for Toni & Guy Products during London Fashion Week. Social. Film. Content


London Fashion Week is the place to go to fully DeClone your style, from head to toe.

After launching launching the campaign, we activated #ProjectDeClone on social with a series of challenges led by influencer Phoebie and model Brogan. After browsing around for some inspiration on LFW latest trends. #braids #shipwreck #ballet #80s, Phoebie and Brogan created a unique hairstyle using Toni & Guy products. We turned into an in-house production team, shooting and editing more than a video a day, for a quick and reactive social media activity.

#Challenge1- Phoebie takes inspiration from people attending the show.

#Challenge2 - Phoebie takes inspiration from latest tweets @LFW

#Challenge3 Phoebie gets inspired by Ashley Williams’ show.

We worked with acclaimed designers Roksanda Illinic, Vivienne Westwood and Ashley Williams.
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We also interviewed Ashley Williams and Roksanda on their partnership with Toni & Guy on designing the latest packagings. We asked Ashley and Roksand London, colours and the design of the new pack.


#Challenge4 - Some fashions insights at Roksanda Illinic’s show #ballet #movement #light

#Challenge4 Searching the ultimate hairstyle look with Ashley Williams and model Brogan from anti-agency.

Brogan final look for #ProjectDeClone

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Agency: M&CSaatchi - Director: Tobias Ross Southall - Role: Lead Creative Team, Concept and Art Direction