MAYBELLINE NY - 100TH YEAR CAMPAIGN
Artistic Direction
As result, this campaign helped set the visual tone for all agencies and elevated brand imagery globally.
CAMPAIGN PROCESS
Step 1: Strategic Direction
Collaborated with marketing strategists to help define the brand codes.
CAMPAIGN CONCEPTUALIZATION
Step 2: DEFINING VISUAL TONE
Looked for visual cues that projected; New York's energy, 24-7 electrifying pulse, daring, expressive, elevated and always on the go.
MOOD BOARDS
STEP 3: CAMPAIGN IDEATION
Created mood boards to help clients visualize how the final campaign would look like.
CAMPAIGN SHOOT
STEP 4: PHOTO SHOOT ARTISTIC DIRECTION
After model selections, location scouting, wardrobe curation ... managed the complexities during the shoots to ensure all expectations are met.
EYE STUDIO CAMPAIGN
Artistic direction | CONSISTENT BRAND IDENTITY
Created a modern and cohesive graphic language across all franchises.
COLOR SHOW CAMPAIGN
EYE STUDIO | FACE STUDIO | LIP STUDIO | NAIL STUDIO
FASHION WEEK CAMPAIGN
ARTISTIC DIRECTION | CREATIVE COLLABORATION
Oversaw the creation of fashion week campaign by the agency.
Packaging GRAPHICS
Art Direction | Graphic Design
Created a design system, curated the fonts and use of typography, redesigned franchise logos.
ELEVATED PACKAGING
Collaborated with world's leading agencies to help elevate packaging.
MERCHANDISING VISION
SUPERVISION OF IN-STORE GRAPHICS
DIGITAL
CONTENT CREATION | PHOTO SHOOT ART DIRECTION
Versatile content - adaptable to all digital platforms.