for Edandi.
A red lip. A rumour. We created a campaign on ‘letting them talk’.
An obvious place where people talk and rumours start is the office place. We use a 90’s style (a nod to bringing back the red lip trend) office theme to really speak to the concept and bring it to life. Common synonyms like ‘water cooler chat’ work really well. Other props like post-it notes, phones, pens, paper/files, etc also play into the idea of communication in the office theme that relates to a rumour.
Creative + Art Director, Producer, Props + Styling: ELLE PLANK
Photographer: MARA SUMMER from Collective Force
HMU: LIZ HYUN
DOP + Video Editor: KEVIN KU
Graphic Design: ALEXANDRA PATON
Set Assistant: MARK LEEDOM
Models:
PAULA SUN @Red11models
HOLLEY ROSE @62management
SKY FANN @Supermanagment
Studio: Common Space Studios
[ hero video ]
[ teaser video 01 ]
[ video 02 ]
The idea plays on how rumours actually spread. One person sees something. Someone else takes a photo. Someone sends it to a friend. Suddenly, everyone is talking.
The campaign becomes the rumour.
By taking something familiar and putting it somewhere unexpected, we created a moment designed to stop people in their tracks, spark curiosity and generate its own conversation.
Because the best rumours don’t arrive as advertising. They arrive as something you weren’t meant to see. Because the goal isn’t to stop the rumours — it’s to create one worth spreading.
No explanation. No context. Just a machine, printing something people weren’t quite sure they were supposed to see.
Print and tell.
What if the rumour had a source? We took an ordinary photocopy machine and put it where rumours belong: out on the street.
The RUMOUR-COPIER became the mysterious source of it all, printing live updates, clues, gossip and leaks around ED&I’s new red lip pencil.
Each printout became a physical piece of the rumour. Something to read, photograph, share, pass on and speculate about. A simple office object became a street-level media channel, turning strangers from an audience into part of the story.
Working pages ⸻