Swisspers – pure softness

Swisspers has long been recognised as one of Australia's most trusted cotton brands, with its signature purple colour and the positioning line "Pure Softness" forming the foundation of its identity. My challenge was to create a campaign that stayed true to these established brand assets while delivering a fresh and compelling visual execution.

The brief included several non-negotiables: retain the client's preferred stock image of the model, feature the distinctive purple brand palette, and reinforce the feeling of pure softness throughout the campaign.

To achieve this, I art-directed a complementary photoshoot featuring a second model holding the product with her eyes gently closed. The new photography was then seamlessly composited with the original stock image through careful retouching, creating a single, cohesive hero visual.

Combined with delicate typography and a restrained visual approach, the final creative captured the calm, gentle qualities at the heart of the Swisspers brand. The result was a campaign that balanced creative problem-solving with strong art direction, delivering a premium look while working within the practical constraints of the brief.