Creative Director

Cara Mia Wilde

Associate Creative Director

Vicky Fong

Senior Art Director

Bora Nam

Role

Senior designer, concept, paid media, pre- and post- production, select digital and print design

Team

Lyanne Veloz, Chisaki Hagata, Tami Ortman, Sarah Infranco, Jordan Weed, Pauline Lee and Gary Fiorina (copywriters)

Print Photography and Motion Partners

Tory Rust (motion director, beauty photography), Spencer Higgins (product photography), and Suzy Kim (stylist)

Digital Photography

Heesoo Kim (photographer) and Nissa Quanstrom (stylist)

This project was created at Sephora.

Challenge

Since the beginning, Clean skincare focused on formulation and ingredients that weren’t in products. However, clients who sought out clinically-backed products shied away from Clean products. This forced our skincare clients to choose between Clean or clinical skincare products. Over time, clients have become more savvy and are demanding transparency in not only formulation in Clean products but also science-backed results seen in clinical products. Sephora has sought to provide clients with visible proof that they don’t have to compromise or choose, they can have both Clean skincare that has clinical results.

Solution

With this campaign, we looked to push the envelope with striking visuals which were science-inspired. Motifs such as notched corners in the design, macro goop imagery and goop in petri dishes portrays a sense of magnification and element of scientific research. We chose products with visually appealing goop to entice clients and used brand-provided before and after imagery to support clinical claims. Seals and our Clean green color were used to subtly tie back to the Clean category.

In paid media, we used influencers who are also skincare specialists to speak to clinical results. By showing off the product’s texture alongside their clinical claim, it provided a moment to showcase the products and its results in an approachable way.

Personal role

I was responsible for the campaign concept, art direction, and design of in-store print assets, such as windows and front-of-store merchandiser tables, as well as digital assets and paid media. I oversaw various elements of asset creation and managed the pre- and post-production of photoshoots.