GoSee CREATIVES TO WATCH : Insa Meier, Art Director Brand Marketing at COMMA – on the visual identity of the brand, the S/S 2024 collection and the magic of the little things in life
The fashion label COMMA reminds us in the new Spring/Summer 2024 campaign that each and every moment is absolutely priceless. The trick is to draw positive energy and memories from little things and moments, and by doing so, lead a more conscious and happier life. The ‘Little Moments’ campaign embodies this philosophy and invites us to recognize and appreciate the small pleasures in life. With campaign faces Cate Underwood, Elisabetta Dessy and Anita Pozzo, comma has captured the magic and many facets of these ‘Little Moments’.
We are delighted to present Insa Meier, Art Director Brand Marketing at COMMA, on GoSee. The 31-year-old lives in Hamburg and has been working in art direction since 2016. She has just supported the GoSeeAwards – and visitors of UPDATE.Salon had the opportunity to meet her in person. “I love working on projects and shoots with lots of different creative people and using all our combined creative energy to get amazing results,” Insa tells us.
How long have you been with comma and what areas do you focus on mainly in your work? “It was two years this May. I was brought on board to modernize the visual language – and I think we have already taken a big step forward. I take care of everything visual, in other words, all productions (except for ecom). I supervise projects from start to finish, create concepts, set up the home page, update the Instagram feed and take care of part producing to a certain extent, alongside art buying and casting the talent.” By the way, she’s always looking for high-end videographers.
How many shoots do you do? “We shoot around six lookbooks each year, two campaigns, and produce content in between. Plus, we have our own photo studio where we work with our in-house team.”
Does comma have a visual identity? “It’s a work in progress; we are still working on fine-tuning our visual identity, but it’s important to us to focus our work on the women. It’s not about merely showing beautiful models. That’s not all we want – we want to tell stories. For us, storytelling and the person behind the facade are what count.
Since I’ve been with comma, I have gotten to meet amazing individuals; strong women committed to a cause – some of which have even found themselves face to face with fate at some point. There’s something to be learned, as a takeaway, from each and every woman. We try to pass that on to our clients.”
Take best ager model Elisabetta, for instance, who says that the most beautiful little moments for her are, “(...) especially at home in front of the fireplace with a book and a cup of tea”. After ending her Olympic swimming career at the age of 18, the now 66-year-old has become a model, worked as an actress and raised two children. She has posed for countless brands, traveled the world and knows the importance of maintaining a healthy balance between body and mind.
Sounds quite familiar to Cate Underwood, who began her career as a photographer and today also divides her time between being a model, DJ and, not to mention, a mother. Born and raised in Ukraine, Cate is committed to helping the people of her home country and knows how important it is to focus on the little things in life, to draw strength from them and to feel good about oneself.
And what are Insa’s favorite little moments? “When I take time off for myself, a little me time, and consciously live in that moment. Drink my iced coffee, enjoy every last ray of sunshine, go for a walk and try to be mindful of things I have never noticed before.”
Here on GoSee, Insa presents us the latest campaign along with COMMA Magazine featuring several spreads and collections. Because, alongside its main collection, comma also has various capsules again this spring & summer, including Candy Color, introducing the Tanzania social project. Together with ‘Cotton Made in Africa’, COMMA advocates for African girls by giving them the opportunity to complete their high school education.
GoSee : gosee.de/fashion
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