Objective:
Launch Kat Von D Beauty’s first highlighter line, emphasizing its musically based name and the product’s strong performance.
Process:
The Metal Crush franchise is known for its high-pigment, high-shine qualities and was inspired by Kat Von D’s love of Rock ‘N’ Roll. This product was a singles version of a product previously available in palettes only, so I began by reviewing our prior launch. With our theme and ideas from the previous launch in mind, I started concepting. After a few rounds of edits, we went to the studio to shoot. I made creative decisions on set to get the shots that we needed. From there, I oversaw all post-production of the images. Finally, I designed all creative assets and oversaw their successful launch.