Clinique
At Clinique, my focus as a Creative Director was on shifting the perception of our brand through to become more human and approachable, a brand people understood and wanted to associate with. We evolved our strategy and content on social and editorial to a more transparent and human approach.
Moisture Surge 100H
For our flagship product re-launch of Moisture Surge's new formula, Emilia Clarke, Clinique's brand ambassador, appeared in a full-funnel campaign.
Even Better
Our most popular product in Asia.
Finding the Right Moisturizer
A campaign about how to find the right moisturizer for your skin concerns.
How the Products are Made
Part of the strategy for demonstrating authenticity, reliability, and efficacy included an inside look into production at the factory.
Clinique iD
We launched a somewhat complicated new customizable product, which required a simple explanation. Emilia Clarke launched the awareness campaign, and Dr. Michelle Henry explained product benefits further down the funnel.
Lunar New Year
With Asia Pacific being Clinique's largest market, we launched a limited edition product in Asia each year.
Real people
We developed a system for casting non-models with real skin issues for shoots, in a more social-friendly approachable imagery style.
Still life
Polished product shots, promos and textures for Clinique and other e-commerce brands.
