ELEMIS F1
Image refresh
The brief: Refresh images previously created
for an F1 partner project. To avoid a complete reshoot
of the exact same asset offering, the Marketing team requested a refresh of the already existing images to
give them a newer, elevated look.
The Idea: The basic inspiration and idea was to
make the assets feel like they where situated in
an architectural space that was being lit by the
headlights of a passing F1 race car.
The Development: Taking cues from film noir cinematic lighting and photography I worked closely with the retouching partners to develop new textural spaces and lighting effects for both products and backgrounds using traditional and AI tech for mock up direction and final creative execution of stills and motion.
Final Assets
Vieve
Poutder Launch
The brief: Create brand awareness and consideration.
The Idea: With VIEVE’s new product launch, POUTDER, the brand wanted to build awareness beyond its strong, Scottish led presence and introduce VIEVE to new audiences across UK cities. As part of the wider 360 campaign, the ambition was to create OOH assets that didn’t simply occupy media space, but actively drove attention, curiosity and traffic back to VIEVE’s social and digital channels.
My approach was to make the medium part of the idea.
I explored unconventional crops, expressive imagery and a deliberately generous use of negative space to create work that felt unexpected within its surroundings, while standing apart from the visual noise of the streetscape. Designed to resonate with a Millennial and Gen Z audience, the work was bold, confident and unapologetic. Less about selling a new lip product and more about introducing the world to VIEVE’s attitude, personality and brand pillars. This wasn’t just a campaign launch; it was VIEVE saying, “Hello World.”
POUTDER made an immediate impact, driving significant uplift in brand awareness and consideration across VIEVE’s digital and social channels, especially within the targeted UK markets, expanding the brand’s reach well beyond its established audience.
Roll out
Lisa Eldridge
Seamless Skin Launch
The brief: Introduce the new lightweight skin tint. Showcase the ergonomics of the packaging.
The Idea: Build anticipation around the launch of Skin Tint by treating the product itself as the hero. Inspired by the iconic simplicity of Apple’s product launch ads, the campaign used the product’s beautiful form, ergonomics and packaging to create a sense of desire and intrigue. positioning it as the next must-have beauty product.
Creating a series of short films for social and digital that slowly revealed the product through a sequence of posts leading up to launch. Each film offered another glimpse of the Skin Tint, building curiosity and hype while allowing the product’s design and beauty to do the talking.
The launch was a huge success, with one shade selling out within the 24-hour pre-order window. Post-launch, the campaign drove a significant spike in social advocacy
and customer engagement, generating fresh awareness, excitement and demand for both Skin Tint and the Lisa Eldridge brand.
Roll out
Charlotte Tilbury
Lunar New Year
The brief: Create a global seasonal Holiday campaign for Lunar New year 2023, promoting the limited edition product offering.
The Idea: Create a magical, cinematic motion piece that brought Charlotte Tilbury’s Lunar New Year 2023 campaign to life across customer-facing channels. The challenge was to create a holiday message that delivered against commercial objectives without feeling overly commercial, balancing imagination, luxury and surprise with the unmistakable Charlotte Tilbury aesthetic, while remaining culturally authentic.
Working closely with the Marketing team in China, I developed a visual direction that treated Lunar New Year with the same scale and creative ambition as any major global holiday moment. The Year of the Rabbit became the hero, brought to life alongside traditional symbols including plum blossom and red gifting envelopes, creating a world that felt celebratory, premium and deeply rooted in the spirit of Lunar New Year.
The Development: Every detail was developed with cultural authenticity in mind. From the storyline and casting to the
final storyboards,the creative was shaped and vetted in close collaboration with the China Marketing team to ensure it felt relevant, respectful and right for global markets.
Well received globally across multiple channels the campaign exceeded it’s sales target of £10.4m within
the first 2 weeks of launch.
Roll out
Browns
Beauty Platform Launch
The brief: Create a visual direction for the Browns beauty platform launch.
The Idea: When I was asked to take the creative lead on the look and feel for the launch of the new Browns ecommerce beauty platform, my immediate ambition was to create something that went beyond traditional e-commerce imagery. I wanted the experience to feel like a true digital expression of Browns as a brand,not simply a place to shop, but an extension of its attitude, culture and point of view.
The challenge was to capture what it means to be a Browns customer: individual, fashion-forward, a little unexpected and never afraid of pushing boundaries
while always looking incredible. I wanted to translate
that mindset into a visual language that felt editorial, elevated and distinctive, making the beauty pages feel
less like a catalogue and more like entering the world
of Browns.
The Development: Working closely with cross-functional teams across marketing, styling and independent beauty consultants, we developed a cohesive visual language that balanced the distinctive Browns brand aesthetic with the practical demands of e-commerce. The aim was to create a system that felt editorial and elevated, while remaining commercially effective, flexible and fit for purpose across the platform.
Overseeing the Art Direction and production of 5,000+ digital studio assets, delivering the project on time and within the allocated budget. Beyond the scale and complexity of the production, this was a genuine labour of love for me.
An opportunity to build a distinctive visual world for Browns and see the creative vision through from concept to execution.
Roll out
