Challenge

Solution

With Melissa Dewar stepping into the spotlight, her image becomes the message. As The Modernists Founder, a digital membership unlocks access to the world’s most exclusive clubs and cultural experiences; Melissa entered the Miss Universe Great Britain competition to elevate her brand’s prestige, purpose and personal narrative.
Melissa tasked OOA Creative to create a visual campaign that bridges the charisma of a Miss Universe GB contender with the business credibility of a global founder.

Challenge
The Modernists’ founder was preparing for the Miss Great Britain competition, an opportunity to build visibility, champion her philanthropic cause, and draw attention to her growing lifestyle and hospitality brand. She wanted visuals that lacked emotional depth, cohesion and narrative strategy.
We needed to:
Visually communicate her warmth, confidence, and authenticity
Align her personality with her personal brand: access, elegance, and discovery
Highlight her connection to the charitable cause in a tasteful, resonant way
Create assets that could move fluidly between personal brand and business storytelling.

Our Approach
We developed a visual storytelling strategy centred around magnetism, intimacy, and purpose.

Creative direction and styling rooted in elegance, modern femininity, and cultural curiosity
Photography and video production that celebrated beauty and the depth of character
A clear narrative arc connecting her mission to her professional ambition
Visual consistency that tied back to The Modernists’ brand tone while allowing her to shine.

By translating her personality into visual cues, soft lighting, intentional wardrobe and confident body language, we ensured that every asset would spark connection, admiration, and trust.

Outcome

Outcome
The result was a compelling suite of visuals that elevated the founder’s public presence during the Miss Great Britain competition.
Melissa’s narrative reads as aspirational yet relatable, positioning her as a beauty queen and a visionary.
Media and social engagement increased with new attention.