OUMA Couture Atelier Video
Arithmetic’s intimate video for couture designer, Ou Ma, delves into the roots of Ma’s personal journey as a designer through a series of thoughtfully crafted interview questions. Scenes of the atelier at work unfold to welcome viewers into a meaningful, and rarely seen perspective of the Couture Atelier, OUMA. Reverence for the couture process is given through soft symmetry. Each thread, an artistic mark made in excellence, weaving and painting an emotional and resonant expression.
‘A Moment to Become’ Campaign
From a provocative interview process, the ‘A Moment to Become’ campaign expresses the emotional experience of ‘becoming’ through the lens of five real OUMA’s brides. ‘A Moment to Become’, is a threshold to becoming a new version of yourself—it is the dream of who you, and only you, will become through this transformation as you make this heart-led commitment to your union.
Our intimate interview process is carefully tailored to be a conduit for a raw emotional connection and flow of self-expression, part of Arithmetic’s human-centric ethos and approach to branding. Our creative director sat down with each bride for a slow-paced in-depth conversation to thoughtfully extract the underlying emotions of the experience for an authentic and meaningful campaign.
The art and styling direction focuses on authentic expressions of the brides through lingering and lived-in moments, our connection to time through touch, and living details which embody the intimate dream for each bride’s moment. Captured through a couture atelier lens, the custom OUMA bridal experience story is told.
NAMING STRATEGY, LOGO & MONOGRAM
To signify the inward and outward transformation of OM Couture, Arithmetic was instrumental in developing a naming strategy with its founder Ou Ma, to reposition, elevate and simplify the brand name to strategically position the brand in the eye of the luxury consumer.
The custom logo, in hand with the new name, represents feminine strength, confidence, and the artist behind its creation. Architectural forms of couture design and fluidity of the artist’s paint stroke inform the confident mark.
OUMA’s monogram is a gestalt, custom piece which synchronizes the form of an O and an M to emote confident femininity and the fluid ability to transform oneself—paying homage to the brand’s history and its metamorphosis.
SOCIAL MEDIA STRATEGY
Arithmetic created a social media strategy for OUMA’s relaunch inclusive of over 52 unique template designs for posts, stories, and reels. For OUMA’s relaunch campaign, Arithmetic introduced the ‘A Moment to Become’ campaign through a custom reel and tailored a launch grid to express the shift.