R+F Holiday
art director for R+F Holiday: 360 promotional campaign
I led brainstorms and the development of R+F’s holiday concepts. My CD and team of designers created moodboards, discussed strategy with cross-functional partners, oversaw the photoshoot and post production of the campaign.
I created style guides and shot lists for a seamless collaboration with the photographer and stylist on set (via Zoom); oversaw the photoshoot, photo-retouching, design and asset production; worked closely with the lead Project Manager to ensure we met all our deadlines. I collaborated with the eCommerce and Loyalty teams to align business and visual strategies.
For the “unboxing” videos, I storyboarded, directed, oversaw editing, color correction, and typography.
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R+F Holiday: Good Tidings, Better Gifts
“For the 2021 holiday season many of us were going to be apart from our loved ones. Self-care and expressing love through gifts felt more important than ever.”
social media + “unboxing” videos
eCommerce experience
homepage banners for desktop + mobile
Let It Glow Gift Set
Merry + Bright Gift Set
Best of All Gift Set
Boxing Day Gift (CA + AU only)
landing pages + product description page (pdp) images
narvar ads, user (consultant) generated content (UGC), banners, carousel images
Holiday Gift Sets
Rodan + Fields
Promotional Campaign
November 2020
USA, Canada, Australia
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The Creative Director and I led brainstorms and development of holiday concepts. With our team of designers, we created moodboards, discussed strategy with cross-functional partners, oversaw the photoshoot and post production of the campaign.
My team created style guides and shot lists for a seamless collaboration with the photographer and stylist on set (via Zoom); oversaw the photoshoot, photo-retouching, and asset production; worked closely with the lead Project Manager to ensure we met all our deadlines.
I storyboarded and directed the “unboxing” videos, oversaw editing, color correction, and typography.
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Concept:
Nothing lights up loved ones like a heartfelt gift. While many of us spend the holidays apart this year, it’s more important than ever to send warmth + good tidings.
Rodan + Fields makes it easier than ever to giftwrap your love and make someone’s holiday season — whether they are home or afar — a little lighter + brighter.
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A campaign or promotion of any size is a huge team effort. I find it difficult to credit to just a few people but for starters…
Rodan + Fields Creative Team:
Emily Mann (Art Director), Liv Hart (Creative Director), Lichun Ho (Sr Designer / Sr Packaging Designer), Sarah Lipoff (Sr Production Manager), Eric Scheib (Sr Retoucher), Emily McCarthy (Associate Director Copywriter), Cassandra Benth (Campaign Copywriter), Johnny Corona (Director of Operations + Project Management), Virginia Andia-Bataille (Sr Project Manager), April Marquet (Production Artist), Joe Pioggia (Sr Director, Video + Photo) Joe Tamayo (Video Editor), Michael Maldonado (Video - Color Grading).
External Collaborators:
Spencer Higgins (Product Photographer + Cinematographer), Suzy Kim (Prop Stylist), No Wheelies Inc (Production Company), R+F Consultants (UGC photos)