Padamliou is a Togolese ready-to-wear label founded by Elise Beweli in 2020. Every piece is made by hand with African artisans, and the name means "they believe in me" in Kabyè, a language of northern Togo.
For the launch of its second collection, SS21, Elise had no shortage of ideas. My role was to be the realistic eye: shaping them into a campaign film that could actually be produced, then building the social media launch around it, from the content plan to an online live show.
The campaign was shot in Kpalimé, with African craftsmanship at its centre.
Project consultant & social media strategy: Sabine Djokoto-Ayité
Art direction, design, set design, movement & styling: Elise Beweli
Video director: El Artistry
Make-up: Smart Make Up
Models: Sandra Marilyne Agbodjan, Vanessa Johnson, Romita Jondoh, Kasandra
100,000 impressions across the campaign's content
The campaign took Padamliou beyond West Africa, bringing in customers in Europe, the Americas and Asia, partly through Afrikrea
50% more orders than the previous collection
Sabine's greatest strength is that she's deeply cultured artistically, which lets her find creative ideas quickly, in any field. I often ask her, "What can't you do?" She supported me on the launch of Padamliou's SS21 collection and was there at every stage. Her communication skills helped me position the brand more internationally and see things differently.
