Who is Riley Rose?
Riley Rose is a beauty retail experience unlike anything the industry has seen before, so when parent company Forever21 came to us to help launch their first retail store we knew we couldn’t follow the usual rules. We decided to turn traditional beauty and fashion advertising on its head for this campaign. We took to the streets in LA’s coolest and most ‘grammable neighborhoods, layering and hand-ripping a series of wild postings. In big and bold pink we posed the question “Who is Riley Rose?”

Part teaser, part prompt - the campaign reveals that Riley Rose is not one person - she is everyone. 
Designed with Jed Grossman, Gianmaria Schonlieb, Wen Wang, and Gustav Stockman @ B-Reel, New York. 2017.