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Garnier Fructis

Creative Strategy, Art Direction

Taking inspiration from the variety of products under the Garnier umbrella, I developed a creative strategy to elevate the brand’s social media visuals, bringing more of an editorial twist to the mass market brand.

  • Developed and executed creative strategy for new social media video content
  • Elevated brand towards fashion/beauty editorial without alienating mass market positioning
  • Utilized multiple video styles, including a cinemagraphs, to create a variety of story telling options
  • Maximized production schedule to deliver final assets a month ahead of schedule

Videos have been most successful media on client’s Instagram channel, and have generated top levels of engagement.

Nutrisse & Olia Hair Color

Hair Color

Nutrisse & Olia

Photo Content

Nutrisse delivers richer, more radiant, long-lasting color with 100% gray coverage.  Olia is oil based, permanent that gives brilliant dimension and visibly healthier hair.

Cast 13 models for 15 hair colors, working with L’Oreal Color professionals to identify and select girls with the right hair type, texture, and suitability for the coloring process.

Created a series of social media content that speaks to a traditionally Millenial audience, while balancing looks and styling to also speak to our older key demographic currently purchasing product in stores.

We shot 75 different hairstyles across a 5 day shoot.

Styling elevated our #GarnierGirl, bringing in some feminine sex appeal, with simplicity key to keeping the focus on hair.

Role Creative Concept, Casting, Art Direction
Photographers Oriana Layendecker, Thais Aquino, Lena Nicholson
Hair & Makeup Lizzie Arneson, Avian King
Stylist Cara Eisel
Agency Annex88

Fructis

Hair Style

Garnier Fructis

Stopmotion - Photo - Video

Hair tutorials are a staple of Garnier’s social media content strategy, yet the brand wasn’t producing unique content on their own, choosing to instead repost UGC. Assessing this as an opportunity to own the discussion, I developed an instantly identifiable visual treatment for the brand’s hair tutorial videos, choosing to use a stopmotion style for accessibility and to stand out on social channels. With casting and wardrobe choices, we created a youthful and fun series of hair tutorials to educate viewers in an easily and eye catching way.

Role Creative Concept, Casting, Art Direction, Video Editing
Photographers Thais Aquino, Arthur Woo
Hair & Makeup Lizzie Arneson, Avian King
Stylist Sofia Juarez
Agency Annex88

SkinActive

Skincare

SkinActive

Stopmotion - Photo

Garnier SkinActive is a range of skin care products developed to simplify skin care and actively make skin look fresh and healthy, no matter your skin type

To launch their new Moisture Bomb moisturizer, we created a series of assets effectively demonstrating the rich gel texture of the product, while educating consumers on how to incorporate it into their grooming routines.

Worked with photographer to also create a suite of lifestyle images that could be multipurposed across the brand’s various digital properties. With wardrobe and styling, we created an early morning, healthy fresh feel.

Role Creative Concept, Casting, Art Direction, Video Editing
Photographers Thais Aquino, Arthur Woo
Hair & Makeup Lizzie Arneson, Avian King, Sarah Appleby
Stylist Randi Packard
Agency Annex88

Nutrisse Ultra Color

Hair Color

Nutrisse Ultra Color

Photo

Nutrisse Ultra Color delivers bold, boosted color that nourishes your hair.

Dark Intense Violet. Light Cool Denim. Lightest Platinum. Light Intense Auburn.

Nutrisse’s 2017 launches were bold, bright, unexpected, and rooted in social media trends. Tapping into what was happening concurrently in the high fashion world , I created a concept that brought a grittier edge to the usual #GarnierGirl’s vibe, while still embodying the brand’s positive, youthful ethos.

Cast 4 models for the line’s new electric launches, working with L’Oreal Color professionals to identify and select girls with the right hair type, texture, and suitability for the coloring process.

Scouted a location that grounded our girls in a world where their hair colors not only made sense, but brought an aspirational quality to otherwise challenging colors.

Role Creative Concept, Casting, Art Direction
Photographers Thais Aquino, Arthur Woo
Hair & Makeup Lizzie Arneson, Avian King
Stylist Phoebe Jay, Sofia Juarez
Agency Annex88

Naturals

Garnier Naturals

Video - Photo - Gif

Soothe, purify, and refresh your skin with Garnier’s new formulas made with Rose Water, Green Tea, and Aloe Juice. 96% naturally-derived skincare formulated with no parabens, no silicones, no dyes, and no sulfates.

Launching their natural skincare line, Garnier wanted to stand out in a competitive market saturated with greenwashing with a campaign that was youthful, fun, and relevant to a Millenial target. I created a multifaceted creative plan that sought to establish and position the line in an eye catching, digital-first way.

Creative focus was to celebrate the natural ingredients, but to treat them in a modern, pop art, while keeping things fresh. I looked to social media trends, tapping into holographic and mermaid vibes to create a suite of product shots, lifestyle images, stopmotions, gifs, and short videos.

For casting and wardrobe, I decided to create a visual reference to the almost natural concept, selecting a group of girls with a bit more spunk and personality, which we played with using sequins, shredded denims, and pastel tones.

Role Creative Concept, Casting, Art Direction, Prop Styling
Photographer Lena Nicholson
Props & Wardrobe Cara Eisel
Production Starr Media
Agency Annex88

#HowIMask Campaign

Video - Stopmotion - Photo - Gif

After client AOR delivered campaign that was off brand and off strategy, tasked with creating 360 social campaign to launch new sheet mask collection to market. Within 3 weeks, devised creative strategy, art directed, and oversaw delivery of finished campaign comprised of 20 video assets and a complex set of delivery parameters.

In partnership with Facebook and Snapchat.

Organic and paid social, on Hulu and ABC digital as :15 spot.

Role Creative Concept, Casting, Art Direction, Prop Styling
Photographer Oriana LayendeckerLena Nicholson
Media Production Starr Media

Wardrobe/Props Cara Eisel
Agency Annex88

Whole Blends

Cinemagraphs

Whole Blends is a unique line under the Garnier family, with a separate brand personality and visual treatment. Focused on natural essences and ingredients, this line called for lush styling and more personal moments for viewers to identify with. We used the cinemagraph style to capture these lush lifestyle moments.