Bashful Group has today launched Smile Agency,
a specialist creative agency providing 360 degree services across
strategy, creative, production, design and digital for the luxury,
fashion, beauty and lifestyle sectors as a sister agency to acclaimed
creative agency Bashful.
Smile Agency is born from Bashful's
unrivalled pedigree in the fashion, beauty and lifestyle sectors
developing award-winning brand strategy and creative for Saba,
Sportscraft, Goldwell, KMS, Zimmermann, and General Pants.
Says Simon Bookallil (above left), CEO and co-founder, Bashful: "Smile Agency brings
together a world-class team with a breadth of specialist fashion, beauty
and luxury experience. We are launching with a very simple philosophy -
fashion, beauty and lifestyle creative must be driven by an intimate
understanding of category while being underpinned by business and brand
strategy. We believe we are uniquely placed to offer this to the
Smile Agency will become one of Australia's first dedicated agencies to
offer a service combining robust business and brand strategy, large
scale agency advertising experience and proven practical expertise in
the specific codes of fashion and beauty, whilst Bashful continues to
grow and diversify across finance, travel and FMCG.
along with co-founder and creative director Emil Vrisakis (above centre) and business
director Jolene Cornford (above right) have launched Smile Agency with a line-up of
covetable foundation clients including Zimmermann, alice McCALL, David
Lawrence, Noni B Group (Noni B, BeMe, and Autograph), Jag Jeans
Phillippines, Hot Springs (Lover, Vestire and Cooper Street) and
Says Vrisakis: "Our vision for Smile is to create
exceptional work that is as distinctive as it is inspiring. We want to
make stuff that is strategically robust, informed by culture and that
people fall in love with."
Smile Agency will next week unveil a
new website for celebrated Australian designer Alice McCALL that is
anticipated to set a new standard for best-in-class. Continuing a
nine-year relationship with Zimmermann as brand guardians, developing
campaign imagery and collateral design, Smile Agency will also reveal
their latest campaign in October.
Says Cornford: "I'm excited to
work with the guys to launch a new business in a space I've been
passionate about my entire life. I'm a strong believer that when great
minds come together we can create work that is not only beautiful but