- Petite Histoire
- Meta Ad Content Suite
Led development of a series of ads designed for optimal placement on Meta, with a primary focus of achieving high engagement and robust conversion rates. Targeted efforts on Facebook yielded remarkable results, boasting 99% increase in sales conversions year over year.
At the heart of success lay a strategic approach to art direction, seamlessly blending the promotion of natural ingredients with an elevated and elegant brand appeal. My role encompassed various tasks, including art direction, caption copywriting, and placement strategy within feed.
Orchestrated integration of these ads with landing pages and editorial content on the brand blog, ensuring a seamless and compelling user journey.
- Petite Histoire
- Digital Editorial
Continuously curating a series of digital editorials, I enhanced the allure of a luxury, all-natural perfume brand by infusing it with a captivating lifestyle component.
Through meticulous art direction and styling guidance, I ensured each editorial piece exuded an elevated appeal that resonated with the brand's discerning audience.
Central to the success of these editorials was the evocative use of ingredient references, weaving them seamlessly into the visual narrative to convey the essence of the perfumes in a compelling manner.
This approach not only elevated the brand's image but also established a deeper connection with consumers by immersing them in the brand's world of luxury and natural authenticity.
- Petite Histoire
- Digital Editorial
Crafting an ongoing series of digital editorials, I directed the spotlight onto the natural ingredients at the core of our brand's ethos. Through the lens of macro photography, we showcased these ingredients in a luxurious, high-end, and art-forward manner, captivating our audience with their exquisite details and beauty.
- Petite Histoire
- Digital Editorial
Creating a holiday series of illustrated works, I breathed life into the 1920s brand world with a captivating blend of engagement, festivity, and elegance.
Through a combination of stop-motion style animations and intricate illustrations, content took center stage on Instagram Reels, captivating audiences with charm.
- Petite Histoire
- Brand Revamp
Leading a comprehensive brand revamp initiative, I orchestrated a series of transformative changes to elevate every aspect of the brand's presence and performance. This encompassed a dynamic array of endeavors, including the conception and implementation of a striking new logo design, a strategic motion graphics strategy to enhance brand storytelling, and the development of a cutting-edge e-commerce platform engineered for heightened conversion rates and seamless usability.
Central to the strategy was a renewed focus on SEO-driven editorial content, crafted to resonate with target audiences and drive organic traffic to unprecedented heights, achieving a remarkable 500% year-over-year increase.
In tandem with these digital enhancements, I spearheaded the redesign of our packaging, introducing custom glass bottles and high-end components to position our brand competitively within the luxury marketplace. Complementing this aesthetic refinement, I introduced handcrafted rigid boxes in the distinctive shape of a hexagon, further elevating the brand's visual identity and tactile experience.
Navigating global logistics complexities, I established manufacturing partnerships in key locations including France, China, and the USA, ensuring seamless production and distribution on a global scale. This holistic approach to brand revitalization not only enhanced our aesthetic appeal and digital presence but also fortified our position as a leader in the luxury market segment.
Hair Tutorials
Revamping Garnier's social strategy, I led the shift from relying solely on user-generated content (UGC) to crafting distinctive visuals.
I developed a dynamic stop-motion style for accessibility and repurposing, while also ensuring the brand stood out on various platforms. Meticulous casting and wardrobe choices infused the tutorials with a youthful, engaging vibe.
Project scope grew from single project, to content suite featuring a series of 25 full-length tutorials and numerous cut-downs, amplifying Garnier's online presence and owned content.
Nutrisse, Olia, and Nutrisse Ultra Color
In a meticulous casting process, I selected 13 models to represent 15 distinct hair colors, collaborating closely with L’Oréal Color professionals to ensure each girl possessed the right hair type, texture, and suitability for the coloring process.
Crafting a series of social content tailored to resonate with a traditionally Millennial audience, I skillfully balanced looks and styling to also appeal to the older demographic currently purchasing products in stores.
Over the course of a 5-day shoot, we captured 75 different hairstyles, each meticulously styled to elevate our #GarnierGirl aesthetic while accentuating the beauty of the hair itself.
For the 2017 launch of Nutrisse Ultra Color, which featured bold, boosted colors inspired by social media trends, we adjusted our strategy to infuse a slightly edgier feel into our #GarnierGirls, aligning our content with the evolving tastes and preferences of our target audience.
SkinActive Naturals
To launch Garnier's new natural skincare line, I devised a dynamic campaign targeting Millennials, aiming to differentiate amidst a market cluttered with greenwashing.
Crafting a multifaceted creative strategy, I prioritized a digital-first approach while honoring the essence of natural ingredients. Central to the campaign was a celebration of these ingredients, presented through a contemporary pop art lens to ensure relevance and freshness.
Drawing inspiration from social media trends, I incorporated holographic and mermaid aesthetics into a diverse range of assets including product shots, lifestyle imagery, stop-motion animations, GIFs, and short videos.
In casting and wardrobe selection, I curated a visual narrative that reflected the line's commitment to natural authenticity with a modern twist. Opting for individuals exuding edge over the traditional Garnier aesthetic, I styled them in sequins, shredded denims, and pastel tones, aligning their personas with the brand's contemporary ethos.
Delivered 16 monthly content calendars with 100+ assets for American and Canadian markets, across 8 social channels. Assisted with sister brands Joseph Abboud and Jos. A. Banks.
Responsibilities: strategy, creative concept, casting, photography, art direction, styling
•Developed and implemented a new tone guide for social media content.
• Re-evaluated merchandise featured to showcase product quality and diversity.
•Elevated product styling to compete with mass-high end competitors.
•Shifted negative social feedback towards positive discourse by transforming social
accounts into source of style inspiration and product knowledge.
•Trained in-house photographers in best practices to raise production standards.
Media: stop-motion, gif, cinemagraph, editorial, campaign, evergreen content
In addition to crafting evergreen monthly editorial calendars, I spearheaded the creation of a diverse range of seasonal and holiday-specific content. These initiatives not only showcased new clothing merchandising but also seamlessly integrated insights gleaned from active social listening. By staying attuned to audience preferences and trends, we ensured that our content remained relevant and engaging, driving increased brand resonance and consumer engagement across all channels.