Creative Director

Sas Boonyavatana

Associate Creative Director

Cara Mia Wilde

Senior Art Director

Margaret Park

Role

Senior designer, concepting, print and digital design, pre-production

Team

Kitty Grier

Print Photography and Motion Partners

Zexi Qi (motion director) and Shaniqwa Jarvis (beauty photographer)

Digital Photography

Heesoo Kim (photographer) and Kaylan George (stylist)

This project was created at Sephora.

Challenge

Sephora was the first retailer to commit to the 15% pledge, dedicating 15% of shelves and supplier networks to Black-owned businesses to drive systemic change and support the Belong platform. With a history of backing Black-owned brands like Fenty and Briogeo, Sephora reaffirmed its commitment in 2021. After releasing the film “Black Beauty in Beauty,” which highlighted Black contributions to the industry, we launched a campaign to spotlight innovative Black-owned brands and encourage customers to explore this diverse assortment.

Solution

We showcased the strengths of these products to avoid pigeon-holing them as just Black-owned brands. Our main message was strong and evocative, with secondary messaging highlighting the Black-owned aspect or founders. We used warm, lived-in environments for a relatable feel and added highlights and seals to reinforce the Black-owned brands category. To prevent overusing beauty and texture imagery, we used muted earth-toned backgrounds for hair, makeup, skincare, and fragrance.

Personal role

I developed the campaign concept, art direction, and design for both in-store print assets (windows and front-of-store merchandiser tables) and digital assets (site, app, programmatic ads, etc.). I also conceptualized the paid media storyboard and oversaw pre-production for product imagery. Collaborating with another designer, I created a brief and worked one-on-one with the Associate Creative Director to ensure the product imagery aligned with the concept.

Creative Director

Cara Mia Wilde

Associate Creative Director

Vicky Fong

Art Director

Tami Ortman

Role

Senior designer, concepting, pre- and post production, print and digital design

Team

Lyanne Veloz (concepting, select print assets) and Tiffany Phan (select print and digital assets))

Print Photography

Clara Balzary (photographer)

Digital Photography

Samantha Berg (photographer) and Lauren Machen (stylist)

This project was created at Sephora.

Challenge

Sephora’s hair category saw sizable growth in 2023, especially in the summer. Though the treatments category has grown, styling showed room for expansion. Up against mass market competitors, Sephora aimed to demonstrate its assortment's efficacy to encourage clients to trade up in order to showcase the hottest yet most achievable hairstyles of the season.

Solution

We highlighted hair staples accessible to all by featuring them on a diverse range of models with different hair types. Warm, aspirational visuals set in a summer environment were paired with editorial copy that was upbeat and informative.

Personal role

I developed the campaign concept, art direction, and design for in-store print assets (windows and front-of-store merchandiser tables) and digital assets (site, app, email, etc.). I conceptualized product imagery and oversaw both pre- and post-production processes. Additionally, I collaborated with the Art Director on beauty stills and casting for paid media.

Associate Creative Director

Shawn Park

Senior Art Director

Natasha Katz-Magee

Role

Senior designer, paid media concept, select digital assets

Team

Sarah Infranco (lead), Olivia Yu

Animation/3D Art

We are Royale

Challenge

What it means to be a makeup artist or product maven has been redefined with the rise of social media. Among the growing number of beauty influencers, Sephora highlighted five key players who have garnered huge followings and created beauty empires: Huda Kattan of Huda Beauty, Natasha Denona, Pat McGrath, Charlotte Tilbury and Norvina of Anastasia Beverly Hills. In addition to being moguls in the beauty industry as makeup artists and influencers, they are socially-savvy with their tips, tricks, and recommendations on Instagram and YouTube.
With five special but different artists to highlight, we were challenged to showcase their personality and beauty arsonal in a 360 campaign. “How can you power up with these influencers with their products?”

Solution

We created a computer generated world where each makeup artist is an avatar with their own specialized super power. By creating this treatment, we were able to shift between each artist and their priority products seamlessly.

Personal role

I created a paid media concept that aligned with gamification and developed digital assets using the agency’s CGI resources. I partnered with the lead designer to provide post-production guidance to the external CGI agency.