Role: Lead Designer
Program: Illustrator, Photoshop, InDesign
Duration: 2 months 2021
Deliverables: Video ad, Webpage, In-store signages, Photography
OVERVIEW
The goal of this campaign is to drive traffic to Sephora's skin tint collection. Skin tint products have natural finish on skin and include skincare benefits. Based on this, we focused on the idea of being natural by bringing in nature environment such as blue sky, clouds, and sunlight. Campaign headline is "A Good Skin Day in a Bottle". For the model selection, we picked a wide range of models based on ethnicity, age, and skin types.
CONCEPT
CASTING
Casting direction: Female & Male, Range of different skin tones from dark to fair, Range of age and body types, Comfortable applying makeup and speaking on camera
VIDEO ADS
VIDEO SHOOT PROCESS
We directed the external partners (videographer, photographer, stylist, and makeup artist) by briefing them in with a comprehensive deck (selected pages below). Direction includes: overarching concept, shot direction, product information, model and product pairing direction, makeup looks, voice over copy, storyboard, and creative asset list.
WEB
IN-STORE
Live video in New York City Times Square
PHOTO RETOUCHING PROCESS
During production, we worked closely with our photographer to assemble a brief to direct the overall visual aesthetic. For each round of feedback, I worked with retouching team to make sure each model has accurate product skin finish, lighting consistency, clear branding visibility and product smear color accuracy.
TEAM
Designer: Holly Cholak
Art Direction: Natasha Katz
Associate Creative Director: Kyung-Ah Son
Editorial: Briana Verdugo, Jackie Kropp
Beauty Photographer: Daria Kobayashi
Product Photographer: Joyce Lee
Videographer: Zexi Qi
Content Producer: Sabrina Bajaj
DP: Riccardo Fernandes
