Brow Defining Boost
art director for Brow Defining Boost: 360 campaign + product launch
As the Art Director, I worked closely with the CD, designers, copywriters, production team, and product development team to develop a 360 digital marketing campaign for the new Brow Defining Boost.
My team and I brainstormed and developed: model (beauty) + product imagery; CGI; digital + eCommerce marketing (homepages, PDP pages, landing pages); social media, and videos: (product sizzles + how-to’s).
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Brow Defining Boost: 2x Fuller-Looking Brows Instantly
“There’s power in your beauty. Our new Brow Defining Boost gives you browerful results that will build your confidence as it visibly boosts volume + fullness with buildable coverage to instantly create more defined brows that last as you conquer that big interview, date night and your to do list.”
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campaign content
I led the art direction for the images and design below. They were used across multiple digital channels: eCommerce, emails, and social
eCommerce experience
homepage banner (desktop and mobile) + product and beauty images (for pdp)
sizzle video
an exciting combination of CGI, product info,
and beauty moments (self-shot by models via iPhones)
paid social
brow story (how-to) videos
explores application techniques along with each user’s brow concern
Brow Defining Boost is about everyday confidence.
Brow Defining Boost
Rodan + Fields
Product Launch Campaign
July 2020
USA
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As the Art Director, I worked closely with the CD, designers, copywriters, production team, and product development team to develop a 360 digital marketing campaign for the new Brow Defining Boost.
My team and I brainstorm and developed: model (beauty) + product imagery; digital + eCommerce marketing (homepages, PDP pages, landing pages); social media, and videos: (product sizzles + how-to’s). -
It was March 2020 and one week before our photo + video shoot, the COVID-19 pandemic shut everything down.
My team and I resorted to shooting everything remotely. Our models photographed themselves via iPhones + Zoom (We mailed each model an at-home setup which included: a ring light, an iphone, seamless paper + stand, and a how-to set-up guide.) Product shots and CGI were also directed via Zoom.
During a time of so many unknowns and tremendous chaos, my team and I pulled off a product launch + campaign. We launched R+F Brow Defining Boost, with beautiful imagery and on schedule, July 2020.
I am proud of my team, this campaign, and everyone involved.
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It took a village, but we did it! To name a few where credit’s due…
Rodan + Fields Creative Team:
Emily Mann (Art Director), Emily Zuckerman (Creative Director), Aliza Morris (Sr Designer), Emily McCarthy (Associate Director Copywriter), Cassandra Benth (Campaign Copywriter), Joe Pioggia (Sr Director, Video + Photo), Sarah Lipoff (Sr Production Manager), Eric Scheib (Sr Retoucher - Photo), Ruban Tamrakar (Video Editor + CGI advisor), Michael Maldonado (Video - Color Grading), Amanda Ferenc (Sr Project Manager), Linda Champagne (Project Manager - Video), April Marquet (Production Artist)
External Collaborators:
Beauty models (In the first weeks of COVID-19, the models photographed themselves with an iPhone with the virtual guidance of Emily Zuckerman and Joe Pioggia), Cult Creative-Agency team (assisted with CGI + product photos)