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Waeve

Challenge

"How can we capture product and lifestyle imagery that conveys accessibility yet aspiration to our audience?” - Mary Imevbore, Founder, Waeve

Solution

Waeve has disrupted the beauty industry by making quality wigs less expensive. Butter coupled simple styling with maximalist props and hair and makeup to celebrate Black women and femmes’ self-expression and joy for Waeve’s initial suite of products.

Services

  • Creative Direction
  • Art Direction

Team

Butter—Cari Sekendur,Hannah Ahn,Beatrice Sala

Producer—Marieme Sall

Photographer—Alex Webster

Photo Assistant—Tony White

Hair Stylist—Paris L'Hommie

Makeup Artist—Pearl C

Makeup Assistant—Chris The Great,Charlotte

Wardrobe Stylist—Isaiah Dorty

Wardrobe Assistant—Amari Naydon

Models—Miss Mojo,Rian B,Dylan Ali,Brianna,Arnell,Ariel Binns

A group of smartphones displayed on a blue velvet backdrop, showcasing different Instagram stories of three models wearing various wigs.
Three Instagram posts featuring close-up and wide shots of a short bob wig with bangs.
An open magazine spread displaying a curly middle-part wig on both a studio background and an outdoor location.
A laptop screen displaying a photograph of three women leaning on each other's shoulders, each wearing different wigs.
An Instagram story featuring a model wearing a sleek black wig and large gold earrings, dressed in a yellow shirt.
A profile shot of a model with red eyelashes and red makeup, wearing a short curly bob wig, captured outdoors.
Two magazine covers wrapped in plastic, featuring two different wigs: a sleek black wig and a curly blonde wig.
A full-bleed image of three models with different wigs having a picnic outdoors, with the center model snapping a selfie.
A phone displaying an Instagram story of three models at a picnic, placed on a pink velvet fabric backdrop.
Three Instagram stories: the middle story shows a model with a curly middle-part black wig and a bright blue dress, while the left and right images feature a blonde straight middle-part bob from different angles.
An A-frame poster advertising a pop-up event for Waeve, a wig brand.

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