Developing an american beauty brand to have a global presence.
Case Study 360 Global Launch for Skincare Product Range
Fresh Vitamin Nectar
Scope: Concept, creative direction, photo direction, shoot production and campaign roll-out
Approach: Fresh had just been acquired by LVMH and was in the process of a global expansion. As a brand, they had always had an American aesthetic, so it was important for the expansion to feel relevant to international markets. This campaign helped to establish their authority around the world as a prestige skincare brand. The campaign fused the sensorial with the scientific. Imagery focused on ingredient storytelling, with citrus infusions at the center. Labware meeting the natural world set a standard for skincare that has been replicated many times.
Deliverables: In-store collateral, online assets, social media, campaign imagery, live action and gifs
Case Study Email Acquisition Campaign
Scope: In store, web, film
Fresh has a large presence in Sephora and educating the cast members is important to drive sales, brand and product awareness. Clean, informational and brand appropriate, this video started a series of 20 such videos for Fresh. It was deemed as best in class by Sephora.
Case Study Range Education for a Bestseller
Fresh Sugar Lip Treatment
Scope: Concept, creative direction, Print, store collateral, web advertising, Catalog, Online Films
Approach: Retail is a natural part of global expansion, and Sephora is really the gold standard for mass market beauty retail. Fresh needed a campaign to educate both the Sephora consumers and staff about the wide range of offerings in the Sugar Lip Treatment line. In the creative, we took inspiration from the hero ingredient Moroccan Rose, and created beautiful mosaics reminiscent of Moroccan tiles. It was important that the campaign reflect a feeling of global culture.
Deliverables: In-store collateral, online assets, social media, campaign imagery, live action and gifs
Case Study Brand film
Scope: In-store, web, film
The animated version of the still photography gave the Moroccan tile pattern a contemporary twist. The success of the brand campaign spawned individual flavors online and in store versions.
Case Study brand campaign
Global Holiday Campaign
Scope: Print, In store, advertising, digital, web, catalog, PR, instore and online film
Approach: Fresh wanted a holiday campaign that would be young, fun and bring nostalgia. We brought the spirit of the holidays to life through the concept of baking. Cookies and the idea of sugar, which is a hero ingredient in many of their products, became the focus of the visuals. A chef created custom cookie recipes which were shared on social, to great success. There were fresh cookie towers in store.The campaign generated a lot of buzz and felt really special.
Deliverables: In-store collateral, online assets, social media, campaign imagery, brand film
