Summer Beauty


TSC launches a beauty campaign every summer, it only lasts for a month and a half but it was extended to almost three months and we were to create an over-arching multimedia campaign focused on beauty products.

I came up with some really fun initial concept ideas based on beauty trends provided by marketing – personalization and natural ingredients. The overall colour palette was definitely bright and vivid for that Summer feeling.

After pitching these, my director liked lots of them so I developed these into more detailed concepts with rough mock ups that could help with understanding the concepts and how they would work out on deliverables.

After pitching these to marketing, we ended up with the personalization concept. Then I started mocking things up and planning the whole deliverables for shoots, figuring out and mapping which products would go which platforms and even distribution of brands so we could utilize all the brands and products we have as much as possible.

We were also planning to have more video deliverables outside our usual broadcast ads as how-to videos for social, so I was also working on gathering references and coming up with ideas to make these videos different enough but somewhat in line with the whole campaign.

My job here didn’t really end at just art directing and designing, we were also looking into social marketing strategies like hashtags – since there are tons of beauty videos on social, and we thought we could leverage social features like hashtags for our campaign deliverables or how-to videos.

The campaign turn out great, there were so many changes – as usual – and my deck was going beyond 80 pages, but my team (just about four people including my directors and me haha) did an amazing job delivering over 200 creatives. This was different from a fashion campaign because this was overly product based, but we tried to give some kind of voice so customers don’t look ours just as sales pitch, but a message to all individuals about the confidence and unique beauty.

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