After the first Sports Illustrated campaign with Ashley Graham was so successful, what challenges did Swimsuitsforall present for 2016?
Neil: Anytime you have the kind of huge success we had last time, your first reaction when asked to follow that is “OMG what now!?”.
We had already done something that had never been done before in putting a size 14 model in the SI Swimsuit Edition, we had to really think about what was going to make an impact this year.
What was the strategic approach to this challenge?
Neil: Swimsuitsforall is all about inclusivity, making all women feel great about themselves in a swimsuit – it’s right in their name.
We thought a lot about under-represented groups in advertising and couldn’t help but land on the baby boomer generation. Here’s a whole generation of people, women especially, that are rarely seen in advertising, let alone portrayed as sexy and confident.
Did you look to other campaigns like Armani, D&G, Marc Jacobs, etc. all using older models or actresses?
Neil: Not really. I like what other people are doing but I feel like they are missing the boat. Those girls are remarkably well-preserved and are mostly in their 40’s. They aren’t true baby boomers.
This is a huge market. There are about 76 million baby boomers in the US and they have money to spend. Why isn’t anyone talking to them?
What were the challenges in casting for this?
Neil: It was a major worldwide casting effort. We knew we wanted to show a range of women – different sizes, ages, skin tones, etc. Philomena Kwao, the British Ghanaian model we featured, was an early favorite because she had great range and took some really stunning images. We were also very drawn to her story and intelligence. Like Ashley Graham, she’s so much more than just a gorgeous face. She’s an advocate for more diversity in fashion and film and is involved in women’s health charities.
Of course, we came back to Ashley for this campaign because she’s an amazing brand ambassador and she’s been great to work with.
The real star of this campaign might just be Nicola Griffin who, at 56, will be the oldest woman to ever appear in SI Swim. We found Nicola in England and thought she looked amazing. Strong, sexy, womanly, she’s everything we were hoping for.
What challenges did you face on the shoot?
Neil: Shooting three women will always be harder than shooting one. Ashley never takes a bad photo and neither did Philomena. It just took a little longer with Nicola because she’s actually pretty new to modeling and, due to her age, hasn’t been booked on many sexy swimsuit shoots. However, her photos speak for themselves.
What are the goals for this campaign?
Neil: To keep exploring new territory for Swimsuitsforall. Their mission is to show that real beauty comes in many shapes and sizes and this campaign really hits the nail on the head.
What do we want the public to take away?
Neil: That Swimsuitsforall is for “me”, for every woman.