Objective:
Create a launch campaign for Ultra Ink Liner on all touchpoints that was consistent with our brand and the rest of our eyeliner family. Create assets and guidance for other global regions to properly execute this launch.
Process:
I started by concepting for campaign photography. Most launches usually have a central theme or story, and the Ultra Ink Liner launch was no exception. The key for this product was its killer performance, new and improved formula, and revised tip. As with other launches, I surveyed our competition and created a mood board with inspiration.
I created a shot list for all the images that we needed for the campaign, coordinating the pre-production call with our stylist and photographer. On set, I made adjustments and creative calls to bring our concepts to life. Our team retouched all our photography in-house and I managed the timeline, creative feedback, and final asset distribution. I created visual merchandising, fixtures, and in store graphics, and compiled all the campaign assets into mini style guides for other regions.
I also lead all aspects of our web video, from styling models to art direction. I worked with the video team to cast models, and decided which shots were critical. I oversaw all the creative direction on set, following my detailed outline of art direction, styling, artistry, and wardrobe.
