New R+F Minis
art director for R+F Minis: 360 campaign + product launch
As Art Director, I led my team in developing a 360 promotional campaign for R+F’s new mini(s) regimens. I collaborated with my creative director, copywriters, and cross-functional teams to develop visual and eCommerce strategy.
I created mock-ups, shot lists, and style guides for a seamless collaboration with the photographer and stylist on set. I oversaw photo-retouching and digital asset production. My CD and I worked closely with our internal social media team and an outside social media agency to create engaging content. For eCommerce, I collaborated with the UX and eCommerce team to test our images and content, making sure we anticipated all our visual needs.
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New Must-Have Minis Are Here!
“Who’s excited for their favorite R+F regimens — now in mini size?” 🙋♀️
Below is campaign content. This is imagery I developed and art directed. It was used for digital, eCommerce, and social media
eCommerce experience
homepage banners, promo-modules, product description pages (pdp), + loyalty for desktop + mobile
Click the video below for the desktop user-experience of the homepage, promo-modules, and PDP experience we designed.
In addition to our campaign imagery, we worked with an outside social media agency to help us create an engaging content + strategy.
click to play videos below
Regimen Minis
Rodan + Fields
Product Launch +
Promotional Campaign
June 2021
USA, Canada, Australia
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As Art Director, I led my team in developing a 360 promotional campaign for R+F’s new minis regimens. I collaborated with my creative director, copywriters, and cross-functional teams to develop visual and eCommerce strategy.
I created mock-ups, shot lists, and style guides for a seamless collaboration with the photographer and stylist on set. I oversaw photo-retouching and digital asset production.My CD and I worked closely with our internal social media team and an outside social media agency to create engaging content. For eCommerce, I collaborated with the UX and eCommerce team to test our images and content, making sure we anticipated all our visual needs.
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Everyone loves minis, that part was easy. Developing a travel campaign in the midst of a global pandemic, was not so easy.
Our business goal was to launch four new mini-sized regimens as an exclusive add-on to full-size regimens. With mini regimens, it’s tempting to toss them in a carry-on suitcase and fly around the world, but for Summer 2021 we needed to stay grounded.
As we created our mood-boards and did our research we asked ourselves: What other worlds would be fun for these mini regimens to “live” in?
Excited by the idea of self-care and staycations, we created playful, colorful worlds with shadows alluding to summer vibes and relaxation. -
Rodan + Fields Creative Team:
Emily Mann (Art Director), Emily Zuckerman (Creative Director), Aliza Morris (Sr Designer), Delphine Sebe (Designer), Sarah Lipoff (Sr Production Manager), Eric Scheib (Sr Retoucher), Lichun Ho (Sr Packaging Designer), Emily McCarthy (Associate Director Copywriter), TK Martin (Campaign Copywriter), Johnny Corona (Director of Operations + Project Management), Amanda Ferenc (Sr Project Manager), April Marquet (Production Artist)
External Collaborators:
Josh Dickinson (Photographer), No Wheelies Inc (Production Company)