Creative Director

Cara Mia Wilde

Associate Creative Director

Vicky Fong

Senior Art Director

Bora Nam

Role

Senior designer, concepting, paid media concept, OOH art direction, pre- and post- production planning, and print design

Team

Lyanne Veloz (select print assets); Chisaki Hagata and Sarah Infranco (paid media)

Animation/3D Art

Man vs. Machine

This project was created at Sephora.

Challenge

When November rolls around, I get excited at the thought that the holidays are finally here. It’s a time of joy and excitement, the happiest time of the year. However, in 2023, the world was in a complex state: being at war, economic inflation and uncertainty, climate concerns, to name a few. In the midst of this polycrisis, our team was tasked with the challenge of bringing a sense of optimism and happiness to the holiday season. We wanted to remind clients that you can take part in the joy of celebration and gift giving, even if the world seems dark.

Solution

We introduced a world of puffy, floating cues that provide a sense of warmth and comfort. Our assortment of holiday and beauty cues were in a range of soft textures and vibrant colors. They appeared squishy, as if you could get a sense of what they’d feel like in real life. And in motion, our cues floated through space, showing a sense of levity and weightlessness.

We also highlighted a variety of beauty looks which were shown on a diverse range of individuals and real-life relationships in our beauty images. Our talents’ expressions brought a sense of authenticity and, when paired with our visual cues, helped make the holiday campaign feel warmhearted and welcoming.

Our holiday creative was featured across a multitude of channels, including in-store fixtures, desktop and mobile holiday hubs, paid media, and out-of-home assets.

Personal role

I was responsible for the campaign concept, art direction, and design of in-store fixture assets, including windows, front of store merchandise tables, towers, cash wraps, and more. I ensured that moments of delight were integrated throughout the client's shopping experience by incorporating floating cues and our holiday gold theme throughout the store.

Additionally, I created a specialized activation for our Times Square store location. I oversaw an agency to execute OOH motion assets and provided storyboards that leveraged motion in paid media, ensuring a cohesive look and feel across all platforms and assets. This campaign was launched in multiple locations across the US, with a notable presence around and near NYC’s Times Square.