The Face of Kurt Geiger AW22

Finding talent with transatlantic appeal

The race was on as Autumn Winter 2022 fashion drops were fast approaching, we were tasked with the challenge of casting and procuring a female talent that had transatlantic appeal and could be the face of Kurt Geiger’s AW/22 campaign. The client needed a British talent that could express the brands values visually but also within their personal brand also. Kurt Geiger were also launching their brand-new charity foundation and so finding talent who also had an affiliation with doing good and giving back would be a plus.

Talent that says bold, colourful and iconic

The product range for AW was set to be bold, colourful and iconic, ITB needed to find talent that embodied all these characteristics and could really bring the campaign to life. After 2 rounds of castings that showcased a wide range of British talent from the UK and US, the client were blown away with our suggestions of Adwoa Aboah. Adwoa not only fit the values of the brand but could also bring the creative brief to life.

Talent that ticks all the boxes

Adwoa ticked all the boxes for the casting but even more than that she has her own charity, Gurls Talk, which aligned perfectly with the values of the newly formed Kurt Geiger Kindness Foundation. With a 2-week turnaround from casting to contract negotiation to productionshoot, we were able to showcase our strength in securing high level talent. The client was impressed with how Adwoa brought the products to life and her boldness and authentic nature tied in with the direction of the campaign perfectly. The campaign was activated on out of home, digital, social, online and in press and Gurls Talk has now become a founding partner of the Kindness Foundation.