How I'd Creative Direct a Wicked x Skims Campaign

In Technicolor!

*Disclaimer: this is an entirely made up project, just for fun!*

It’s Kim Kardashian’s world and we’re just living in it. At least, that’s what I think every time her popular shapewear brand, Skims, releases a new iconic campaign. Whether it’s tapping the hottest celebrities to pose for her holiday product line or Kim modeling herself, I definitely think her marketing department has their finger on the pulse of pop culture.

All that being said, with the new Wicked movie’s seemingly endless marketing budget, I was shocked to realize that the Skims x Wicked collab has not yet hit our feeds. Here’s what I would do if the art direction for a wickedly talented campaign were left in my hands…

Setting the Scene: Mood Boarding Technicolor Brilliance

I’m envisioning the storytelling potential: a campaign merging the narrative richness of Wicked with the nostalgic opulence of the 1939 Wizard of Oz. Through this lens, I can reimagine a campaign that doesn’t just sell bras and underwear, but invites us to journey down the yellow-brick road.

Technicolor revolutionized cinema with its vivid, saturated hues that transformed black-and-white films into dazzling spectacles. Pioneering the use of three-strip color processing, Technicolor brought unprecedented depth and richness to the screen, making scenes more lifelike yet fantastically heightened. Iconic films like The Wizard of Oz and Gone with the Wind demonstrated its power, using bright colors to create unforgettable visual identities. Beyond aesthetics, Technicolor became a symbol of escapism, transporting audiences to vibrant, otherworldly realms during an era when such cinematic magic was needed.

The Mood Board

I would love to see Skims embrace the lush, hyper-saturated visuals of the 1939 Technicolor film. Skims' palette, typically neutral and understated, would be infused with vibrant hues inspired by the original Wizard of Oz: emerald greens, ruby reds, and golden yellows.

The Collection

The imagined Wicked x Skims collection would center on stockings as the star piece, embracing this season’s trending love for patterned tights while simultaneously channeling the Wicked Witch's iconic style.

With Skims' signature body-contouring fabrics, the collection could offer a range of tights featuring enchanted motifs—think emerald green accents, swirling shadowy patterns, and glittering details reminiscent of Glinda’s magic. The collaboration would lean into a theatrical aesthetic, merging Wicked's dramatic allure with Skims' modern, wearable edge. Perfect for layering or making a statement, the tights would redefine cozy winter fashion. The shapewear sets could even feature limited-edition colorways—imagine ruby red sequin details, emerald silk, and pinstripes, all perfect for the upcoming holiday season.

The Cast

The campaign would lean into the duality at the heart of Wicked: the complex friendship and rivalry between Elphaba and Glinda. Casting would spotlight the two icons who are having their moment of course: Ariana Grande and Cynthia Erivo.

Picture Cynthia as Elphaba, cloaked in a shimmering emerald Skims robe, her edgy beauty softened by the brand’s cozy allure. Opposite her, Ariana as Glinda, draped in a soft blush loungewear set adorned with pearly accents, radiating an ethereal charm.

The Set

I’d craft a set that highlights visuals of the iconic soundstage, creating a fantasy background against the lifelike models. Think painted backdrops of the classics - the yellow brick road, poppy fields, emerald cityscape - with lots of drapey curtains and bright-colored lights and textures.

I’d pull from references like Gucci’s SS18 Utopian Fantasy Campaign, which feature “over 70 hand-drawn visuals, all created by Spanish artist Ignasi Monreal, which take inspiration from fairytales, greek mythology, and Renaissance painters, but with a modern Gucci twist. Think mythical creatures in mundane situations (Cerberus guarding a pair of loafers, mermaids scrolling through social feeds, Pegasus hanging out in an office car park), and lots of glittery details.”

The Photography/Campaign Ads

Skims is no stranger to a vintage-inspired editorial aesthetic. Remember last year’s retro ski bunny shots? I do!! I’d tap a photographer like Nadia Lee Cohen who shot that project as well as the most recent Skims x Dolce & Gabbana campaign and Lana Del Ray’s Valentine collection.

Each scene in the campaign would juxtapose the fantastical with the relatable. In the Emerald City, models would lounge in luxe, jewel-toned sets atop glossy, Nouveau-inspired furniture. The Yellow Brick Road would be a sleek runway where Skims’ signature minimalism takes on a new boldness with bright monochromatic looks.

Skims campaigns stand out for their authenticity, inclusivity, and ability to tap into cultural moments. I aimed to turn this on its head a little bit, leaning into the cultural moment but straying from their typical minimalist style. The following ideas for graphic ads are playful, nostalgic, and clearly inspired by The Wizard of Oz with a blend of fantasy and fashion.

This poster features a close-up of a leg wearing a red glittery shoe, reminiscent of Dorothy’s ruby slippers, walking down the iconic yellow brick road toward the Emerald City. The vintage color palette and slight grain give the scene a Technicolor effect, evoking a sense of nostalgia. The typography, “There’s no place like… SKIMS,” is in a retro-inspired sans-serif font in bold yellow, balancing the composition and reinforcing the collection’s fusion of fantasy and familiarity. The simplicity of the layout and color contrasts create a timeless yet contemporary look, inviting viewers to “follow the yellow brick road” to comfort and style.

In this ad, we see a line of legs dressed in vibrant red tights paired with sparkling silver heels, invoking a chorus line of powerful, glamorous witches. A green curtain is partially pulled back by a hand resembling the Wicked Witch, referencing the famous line, "Pay no attention to the man behind the curtain." The text here playfully reads, “Pay no attention to the Skims behind the curtain,” suggesting a sense of mystery and allure surrounding the collection. The emerald green curtain and red tights together make a striking color contrast, capturing the theatrical and enchanting spirit of Wicked while still focusing on the elegance and appeal of the Skims product.

Both ads effectively fuse elements of The Wizard of Oz and Wicked with a chic, modern aesthetic, making the collection feel iconic and whimsical while remaining fashion-forward.

That’s it! Thanks for reading this far!

xoxo

Abbie