THE ASK
to give Serdika Center’s instagram a fresh creative direction. and then keep it going, month after month.
THE PROBLEM
Serdika’s feed has always been about fashion and beauty. perfect faces, perfect poses, perfect lighting. but the people in front of the camera stopped looking like the people we meet every day. they looked like models. and the mall stopped feeling like a place from real life. it felt like a set.
THE INSIGHT
beauty has changed. the more polished the images got, the harder they were to relate to. what once felt aspirational now feels distant. and people trust brands less than ever. so you can’t force beauty anymore. you can only spot it.
WHAT WE DID
we gave the feed one main message: we see beauty. so instead of forcing it, we go looking for it. every month we plan, style, shoot and post content that feels candid but beautiful, fashionable but real. and we make sure people have a reason to save it, share it and come back to the mall.
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