Project type National marketing campaign

Roles Concept, production, art direction, photography

Client Kinki Kappers

Year 2023

Location Netherlands

Shot by Maurice Swinkels

Edited by Paul de Raay

Directed by Leroy Leijtens, Casper Wigbels

Hair by Kinki Kappers

Styling by Sweet Rebel Shop

MUA Giana Samira

A collection of Polaroid photos scattered on a surface, showcasing people at an outdoor gathering, including portraits, group shots, and candid moments with a vintage trailer in the background.

the concept.

For Kinki Kappers, the Cut Caravan was conceived as a national campaign rooted in instinct and self-expression. At the heart of the idea is Kinki’s belief in following your gut feeling, the inner voice that pushes you to make choices that truly fit who you are, even when that means going against expectations.

Campsites and festivals play a key role in this concept. They are places where people step outside daily routines, let go of social pressure, and allow themselves to be more openly themselves.

That mindset mirrors Kinki’s DNA. The Cut Caravan translates this philosophy into a physical experience: a travelling salon that invites people not only to change their look, but to reflect on why listening to their intuition can be difficult and why it matters.

Group of diverse people celebrating outdoors with a camper trailer in a wooded area, some sitting on colorful blocks, others standing or sitting near the camper, with some on top of it, all smiling and making peace signs, dressed in casual and colorful clothing.

the shoot.

The launch shoot was designed to clearly communicate the Cut Caravan as both an object and an experience, aimed at festivals and partners considering booking the concept.

Over two days on a real campsite in the Netherlands, we produced the campaign photography and video that introduced the caravan’s tone: playful, approachable, and very Kinki.

By grounding the shoot in a real environment rather than a constructed set, the work emphasised authenticity and spontaneity, showing how the Cut Caravan naturally fits into spaces where people are relaxed, curious, and open to expression.

A woman getting her hair styled at a colorful outdoor hair salon beside a black trailer with diagonal stripes, pink chairs, and a yellow umbrella, with another woman sitting.

the tour.

Following the launch, the Cut Caravan became an active touring concept, appearing at festivals, campings and events across the country. Among them was Milkshake Festival, where the caravan was present for two consecutive years.

On site, the concept fully came to life: haircuts and styling in the middle of the festival, conversations sparked between strangers, and a temporary space where self-expression was both visible and encouraged. The Cut Caravan functioned as a moving manifestation of the brand, meeting people where they are, and inviting them to be exactly who they want to be.

A person with dark skin tone sitting on a colorful bench in front of a black and white striped caravan with the words "Kimchi Cut Caravan" written on it, wearing a black crop top, denim skirt, white socks, and purple Crocs with charms, outdoors on a
A smiling young person with colorful hair, decorated with shimmer and stickers, wearing multiple pearl necklaces, a black strapless corset, and blue high-waisted pants with a black belt, outdoors on a sunny day with trees and clouds in the background
A woman with platinum blonde braided hair, wearing purple makeup and dark lipstick, is holding sunglasses and looking into the camera. She has tattoos on her shoulder, wears gold earrings, a layered necklace, and a vibrant blue faux fur jacket.
A woman with bright green, dyed hair styled in a punk fashion, wearing bold green eyeliner, black lace top, and multiple facial piercings, standing outdoors with a partly cloudy sky in the background.
A diverse group of six young adults with colorful hairstyles and fashion poses around a black camper with stripe designs in a park during daytime, with a blue sky and trees in the background.
Two LGBTQ+ individuals posing in front of a colorful cut car, one wearing a shiny black crop top and denim skirt, and the other in a black top and blue skirt, with rainbow-colored makeup and accessories, outdoors on a partly cloudy day.
Side profile of a woman with platinum blonde hair styled in intricate shaved patterns, wearing purple eyeshadow, eyeliner, and purple lipstick. She has multiple ear piercings, tattoos on her upper arm and neck, and wears a plush blue coat.
A woman with styled hair and makeup stands outdoors against a black and white striped vehicle, looking down with her hands behind her head, wearing a gold metallic strapless top and distressed high-waisted jeans with rhinestone embellishments.
Person with pink and yellow hair, wearing a black top, bright blue skirt, and chunky black boots, sitting on a colorful bench in front of a black and white striped caravan with pink and donut-shaped inflatable decorations, outdoors under a partly clo
A person with pink, yellow, and orange spiky hair sitting outdoors in front of a black and white caravan. They are smiling, wearing multiple pearl necklaces, a black strapless top, and bright blue pants. There's a colorful inflatable donut and a gree

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