Sephora A Good Skin Day in a Bottle

Art Direction, Web, Motion & Print

Role: Lead Designer

Program:  Illustrator, Photoshop, InDesign

Duration: 2 months 2021

Deliverables:  Video ad, Webpage, In-store signages, Photography

OVERVIEW

The goal of this campaign is to drive traffic to Sephora's skin tint collection. Skin tint products have natural finish on skin and include skincare benefits. Based on this, we focused on the idea of being natural by bringing in nature environment such as blue sky, clouds, and sunlight. Campaign headline is "A Good Skin Day in a Bottle". For the model selection, we picked a wide range of models based on ethnicity, age, and skin types.

CONCEPT

CASTING

Casting direction: Female & Male, Range of different skin tones from dark to fair, Range of age and body types, Comfortable applying makeup and speaking on camera

VIDEO ADS

VIDEO SHOOT PROCESS

We directed the external partners (videographer, photographer, stylist, and makeup artist) by briefing them in with a comprehensive deck (selected pages below). Direction includes: overarching concept, shot direction, product information, model and product pairing direction, makeup looks, voice over copy, storyboard, and creative asset list.

WEB

IN-STORE

Live video in New York City Times Square

PHOTO RETOUCHING PROCESS

During production, we worked closely with our photographer to assemble a brief to direct the overall visual aesthetic. For each round of feedback, I worked with retouching team to make sure each model has accurate product skin finish, lighting consistency, clear branding visibility and product smear color accuracy.

TEAM
Designer: Holly Cholak
Art Direction: Natasha Katz
Associate Creative Director: Kyung-Ah Son
Editorial: Briana Verdugo, Jackie Kropp
Beauty Photographer: Daria Kobayashi
Product Photographer: Joyce Lee
Videographer: Zexi Qi
Content Producer: Sabrina Bajaj
DP: Riccardo Fernandes

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