Wednesday, April 11, 2012

FRESH CHANGE: Shapes S/S 2012 Billboard Ads

Alright, I'd been away from the fashion blog-o-sphere for quite some time. With most of us having been drenched under the heat of the summer sun during a much-needed Holy Week break, I am hoping that everyone is freshened up and back in good shape like I do.

And speaking of "fresh" and "shape", our MGP team is so thrilled about a FRESH CHANGE happening for local fashion retailer, SHAPES. The new billboard ads feature a transition or renewal this summer, with the brand celebrating its 10th Anniversary while opting to use realistically-fabulous and classy, young, in-demand female models (Pauline Prieto, Catriona Gray & Jessica Yang) to highlight its campaign this time.

With summer still at its peak, the new collection of SHAPES focuses on various basic but classic looks with refined feminine twists. Various prints dominate the assortment ranging from florals to animal prints to stripes to geometric patterns that all come in bright, warm hues. On the other hand, there are also vivid summer whites that hold true to the sentiment of the ad campaign, FRESH CHANGE.

Our work with SHAPES is something that the whole creative team is really proud of. My partner Geo and I had been doing its ad campaigns for several years now, and this latest pictorial is a testament of our strong bond and loyal relationship with SHAPES, no matter what the challenges are. We are grateful to its staff and owners (whom we have become very good friends with), not just for another oppotunity, but also for allowing us to choose the team we desire to work with. The end result is pretty amazing, the models look like gorgeous hacienderas - very GL ang peg (GL = ganda lang)!

SHAPING UP. The whole creative team with Jo Ann Bitagcol, George Palmiano, Bobby Carlos, Louis Claparols, Jaime Sy, Pauline Prieto, Catriona Gray, Jessica Yang, Amphie Henson, , Sheila & Alang Danipog.

OK, the scoop: I am sure that many of you would ask what happened to sisters Toni & Alex Gonzaga, the original brand endorsers. Their contract with SHAPES expired when the year started, period. The brand needs to move on, if you know what I mean.

Please check out SHAPES outlets nationwide and visit for updates.

Photography: Jo Ann Bitagcol
Art Direction: Mike de Guzman (MGP)
Styling: George Palmiano (MGP)
Assisted by: Sheila Marie & Alang Danipog
Makeup: Bobby Carlos (Max Factor)
Hair: Jaime Sy
Models: Catriona Gray (IM Models), Pauline Prieto & Jessica Yang (Mercator)

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