Revitalizing an iconic British brand
Case Study Fragrance re promote campaigns
Myrrh & Tonka, Star Magnolia
Scope: Global creative direction, project management, digital strategy, animation design, art buying & production,
budget management
Approach: I created new hero images for several of the top fragrances in the range. We focused on ingredient storytelling. The imagery was graphic and punchy, powerful. We steered clear of anything romantic and sentimental, which can often be the go-to in fragrance. We needed to make photos that felt both classic and current, and the format needed to be flexible, since the images would be used on everything from fragrance sample cards to posters in travel retail. Artful, versatile composition was key.
Deliverables: print imagery, online and in-store collateral, PR event collateral, film, CMR
Myrrh and Tonka primary campaign
Case Study Fragrance launch campaign
Basil and Neroil
Scope: Global creative direction, project management, digital strategy, animation design, storyboarding, art buying & production, budget management, on-set art direction, typography.
Approach: Jo Malone had always been known as a London brand, but there needed to be a fresh twist. So, we developed the idea about a young couple having a London lark––roaming the city and exploring. The vibe was 1960s: Twiggy, David Bailey and Mary Quant. The campaign was shot by the inimitable Tim Walker using a fisheye lens to give an off-kilter, groovy feel.
Deliverables: print imagery, online and in-store collateral, PR event collateral, film, CMR, mailing list campaign
primary launch image for 360 campaign
secondary brand image
product brand image
re promote/alternate primary brand image
global PR launch colateral
invitation
press gift
press tier two gift
launch menu card
press invent assets
Case Study Basil and Neroli global brand film
Scope: creative direction, project management, storyboarding, art buying & production, budget management, on set art direction.
Deliverables: brand film for PR event, web and social.
Case Study Email Acquisition Campaign
Mailing list acquisition campaign
Scope: Creative direction, UX and digital design, animated film, storyboard and direction.
Approach: To tie in with the London Lark campaign, I worked with Jo Malone's CRM team to create an interactive digital experience. Customers were invited to take a virtual tour of London and create a #LondonLark avatar. The campaign was a huge success, and nearly half-a-million people used the tool. The team was able to send 50,000 fragrance samples to new customers from this promotion alone.
Deliverables: Interactive micro site, personalized sample mailer, social media
UX flow of digital experience
