“From the very beginning, I realized I saw the world differently than everyone else. That didn't sit well with some people.
But I wasn't for everyone.”

-Cruella De Vil

Forget blending in. We were born to stand out. We’re the rebels. The outcasts. The weirdos. 
The ones who push boundaries and color outside the lines. 
We’re the underdogs and the anti-heros, and now is our time to rewrite the rules and redefine fashion,
one notoriously bold, Cruella-inspired look at a time. 

Cruella De Vil. Wicked? yes. Fashion icon? Hell yes. And with Emma Stone’s rendition of the classic character, the hair goals are real. Between the fashion-forward split-tone, to the luscious Red, oVertone partnered with Disney to create custom color kits inspired by 4 of the iconic characters in Disney’s 2021 Cruella. we created a campaign based around the 70’s punk-rock visual aesthetic that felt at home with oVertone’s clean nature, and generated weekly content on both social and email platforms.

This resulted in high visibility for our brand which instigated conversations between the retailers Target and Hot Topic to become in-store vendors and plays an integral part in Private Equity and Venture Capitalist funding pitches.

The Custom-Color Kits

THE TEAM
CREATIVE DIRECTOR: SHANNA POLESOVSKY
ASSOCIATE CREATIVE DIRECTOR: JESSICA COLÓN
SENIOR ART DIRECTOR: WINNIE HEFNER
ART DIRECTOR: ELISE SCHMIEDER
VIDEOGRAPHER & EDITOR: BAILEY EVERS
PHOTOGRAPHER: SETH HARRINGTON
DESIGNERS: WINNIE HEFNER, SAIYA KOCLANES, LIV CARTER
COPYWRITER: ALEE SCHWARZ

MODELS: ALEXANDRA KIM, AMANI BATURA, CASEY EICKHOFF,
CHRISTIAN DEANDRE HARRIS, KATE SOMMERS, TRACEY SCHEIB,
JORDAN MCCLENDON, TRE MCCLENDON
HAIR: HANNAH EVANS, TAYLOR HOUSER
MAKEUP: KATELYN SIMKINS
NAILS: CASSIE MEDINA
LOCATION: GRANT-HUMPHREY MANSION
A/C: MOLLY FAREWELL