ALMAY

THE CHALLENGE

Re-introduce Almay to a younger, more independent and highly social audience.

THE WORK

The winning pitch for this business was inspired by the insight that independent modern women want to choose their own ideal of beauty.  They are "Free to Be Beautiful" and the voice and tone of the campaign reflects this.

MEDIA: TV, PRINT, WEB, OUTDOOR

FREE TO BE BEAUTIFUL MANIFESTO

PRINT IDEAS

TV

P&G: STYLE ON THE STREET

THE CHALLENGE

Create an accessible space in Vogue showcasing multiple P&G products.

THE WORK

A street style story told from a fashion stylist's POV, including beauty tips—long before street style was ubiquitous. Successful for seamlessly integrating mass beauty with a fashion-forward POV in a fun tone and style. Incorporated P&G brands including Herbal Essences, Secret, Covergirl, Crest, Venus, and more. In keeping with the theme, this was photographed by Phil Oh of Street Peeper. I created this concept and collaborated to produce and art direct the shoot and final execution below.

MEDIA: ADVERTORIAL, SOCIAL

JANE IREDALE: AWAKENING BEAUTY

THE CHALLENGE

Introduce a small makeup brand and products to the world in a compelling package while staying true to the brand's grassroots integrity.

THE WORK

Jane is a pioneer in mineral makeup. This unique campaign was inspired by the all-natural contents of her creations. Using an apothecary as the creative concept, we worked with photographer Norman Jean Roy and his incredible set designer to tell Jane's story. I also worked on styling the shoot. 

MEDIA: ADVERTORIAL, VIDEO, SOCIAL

CASE STUDY: MAYBELLINE

THE CHALLENGE

Seamlessly align Maybelline product with fall fashion runway trends.

THE WORK

Creatively ties marketing attributes of the makeup to fashion trends in a "lookbook" concept. Great example of how relevant content can be produced inexpensively. This advertising concept ran in Vogue for three years.

MEDIA: ADVERTORIAL, VIDEO, SOCIAL