Clinique
At Clinique, my focus as a Creative Director was on shifting the perception of our brand to become a more approachable brand people understand and want to associate with. We had the trust, given Clinique's long-standing reputation and its basis in science and clinical testing. But it was necessary to evolve our social and video strategy and bringing in more human elements, while maintaining its authority.
Moisture Surge Intense
We hired the iconic actress, Emilia Clarke, (AKA Daenerys Targaryen), to be the face of Clinique. We launched several campaigns with her at the helm. The first was a cult-classic moisturizer re-engineered to last even longer.
Even Better
Our most popular product in Asia
Finding the Right Moisturizer
A campaign featuring videos to find your perfect moisturizer based on your skin concerns.
How the Products are Made
We wanted give customers a peek behind the curtain of a prestigious heritage brand, so we went to the factory and filmed the process.
Clinique iD
We launched a new customizable product with a concentrated serum insert to treat your skin concern, combined your moisturizer of choice. With Emilia Clarke, we focused on breakout treatments, and elaborated on the science and product efficacy further down the funnel with renowned dermatologist, Dr. Michelle Henry.
Lunar New Year
With Asia Pacific being our largest market, we always made a fun video for Lunar New Year.
Real people
We worked to shift the paradigm on our channels, to feature real customers using our products instead of models, from campaign launches, to always-on.
Still life
Macro product shoots
