Halo Glow Beauty Wands were a new addition to the infamous e.l.f. Halo Glow Collection.
As the lead Art Director, my challenge was to keep the franchise look and feel while refreshing the creative and giving the Beauty Wands their own spotlight.
I concepted, shot and oversaw design for the campaign. The marketing assets ranged from a Storypage on our website, to an Ulta Promo fixture, emails, social posts and more.
Eventually, for e.l.f. Cosmetics launch in the UK, the agency used these images to create a full tube takeover and OOH launch, which made a huge bang in the market.
Model Photography:
Photographer: Lara Callahan
Models: Vie Chiadic & Danyele Bennett
Makeup: Colby Smith
Hair: Jeff Francis
Nails: Martha Fekete
Creative Direction: Francine Dreyfus & Nina Sulcov
Production: Jessica Kahn & Heloise Goodman
Still Photography (done in two parts):
Photographer shoot 1: Alex Bohn
Prop Stylist shoot 1: Michele Faro
Photographer shoot 2: Ben Alsop
Prop Stylist shoot 2: Erica Oblak
Creative Direction: Francine Dreyfus & Nina Sulcov
Production: Jessica Kahn & Heloise Goodman
O FACE launched in 2023 and I worked on the campaign as the lead Art Director from concept to execution.
While concepting, I wanted to lean into the products cheeky name and sleek packaging, while spotlighting beauty influencer, Meredith Duxbury. I honed into her viral expressions and we casted a diverse range of models to capture the collections shade range.
After shooting the campaign, I designed a range of assets from a product storypage on our website, to emails, billboards and even a bus.
The campaign didn’t end there. The marketing team developed a song called Lip Positions, and we leaned into it to create a TV spot and also used the video on several outdoor ads and taxi tops.
Model Photography:
Model: Meredith Duxbury
Parts Models: Kalah Christina, Melissa G, Shosheba & Bryson Mac
Photographer: Nico Kern
Makeup Artist: Colby Smith
Manicure: Martha Fekete
Creative Directors: Francine Dreyfus & Nina Sulcov
Producers: Jessica Kahn & Heloise Goodman
Retouching: Jessica Gaber
Video AD: Jonathan Galan
Still Life Photography:
Photographer: Jonathon Kambouris
Prop Stylist: Michelle Faro
Creative Directors: Francine Dreyfus & Nina Sulcov
Producers: Jessica Kahn & Heloise Goodman
Retouching: Jessica Gaber
Video AD: Jonathan Galan
To create excitement around the new shoe floor at the Bloomingdale’s flagship store, we created a campaign called “The <3 of Shoe York”. This concept involved larger-than-life shoes in various New York City settings.
My involvement in the campaign extended from concept to creation. From storyboarding to art directing on set, and giving creative direction to our CGI partner, I was able to create a library of videos and images. From there, I designed a variety of marketing creative including a microsite, emails and social media assets to name a few.
Direction + Photography: Jake Clennel
CGI: Spectacle Studio
Creative Direction: Francine Dreyfus
Art Direction + Design: Emily Swift
Copy: Steven Jessop + Drew Taylor
Video Post Production: 811Media
The Heart of New York campaign was created to generate buzz around the flagship store at 59th Street prior to it’s storewide renovation. For this campaign, we casted New York-centric celebrities to explain why they love the city, and why Bloomingdale’s 59th Street is at the heart of it.
I worked on this project from concept to creation. From pitching props for the shoot and directing the video editors, to designing MTA subway ads and the Hamptons Jitney bus.
Photography: Greg Kadel + Danielle St. Laurent
Creative Direction: Francine Dreyfus
Art Direction + Design: Emily Swift
Copy: Steven Jessop + Drew Taylor
The Holiday Gift Guide is the editorial space for customers to explore and shop the holiday 2021 collection.
I designed the main assets including the lookbook, homepage and emails, and art directed the other designers to create more assets based on my designs. My direction influenced paid media, social media assets as well as additional creative for our site and third party retailers.
Photography: Jonathon Kambouris
Prop Styling + Set Design: Chris Gaskill
Creative Direction: Francine Dreyfus + Samantha Shefts
Art Direction + Design: Emily Swift
Additional Design: Abby Dewitt + Mariah Romero
Video Editing: Jonathan Galan
Copy: Sofia Karesh + Shayna Marcus
Bloomingdale’s puts out a how-to makeup lookbook twice a year called “Makeup Date”.
I art directed and designed this digital lookbook along with marketing assets to promote it. Working closely with a photographer, makeup artist, models, copywriter, retouchers and developers, I made it come to life!
Photography: Jason Kim
Makeup: Dan Avilan
Hair: Tyler Aswell
Styling: Kusum Lynn
Creative Direction: Francine Dreyfus
Art Direction + Design: Emily Swift
Additional Design: Lindsey McFadden
Copy: Nina Judar
Once the Bloomingdale’s flagship store was renovated, we needed to get the word out about all the big changes in store. We came up with a campaign idea called “_____ your Heart out”, which allowed us to swap copy and imagery to hit every family of business that was renovated in the store.
Beyond helping the team come up with a concept, I was specifically tasked to create a microsite and other digital marketing assets to host all the information to our customers.
Bloomingdale’s puts out a how-to makeup lookbook twice a year called “Makeup Date”.
I art directed and designed this digital lookbook along with marketing assets to promote it. Working closely with a photographer, makeup artist, models, copywriter, retouchers and developers, I made it come to life!
Photography: Hannah Khymych
Makeup: Justine Purdue
Hair: Tyler Aswel
Creative Direction: Francine Dreyfus
Art Direction & Design: Emily Swift
Copy: Carey Susskind
Wellchemist is the apothecary boutique in the Bloomingdale’s beauty department. We branded this shop from scratch, from the name, to the look and feel.
I helped to come up with the brand guide for Wellchemist, which included designing the logo and graphics, as well assisting on set for our concept photography.
As Canada's largest and oldest department store, there is no doubt Canada's 150th birthday campaign called "The Grand Portage" was one of the largest and most important projects of the year.
I was the lead graphic designer on this campaign, creating design elements and guidelines, executing creative assets and guiding both internal and external teams creatively to ensure a successful campaign.
The Father's Day fragrance book was distributed in national newspapers and in stores across the country, making it available to millions of Canadians from east coast to west. The book not only increased sales, but acted as a positional marketing asset to create awareness of the brand.
As the lead graphic designer on this project, some of my duties included collaborating on look and feel of the book, assisting on set at the photoshoots, designing the layouts, designing the typography, working with the photo retoucher and collaborating with the marketing team to ensure a successful outcome.
The Father's Day watch book was distributed in as a direct mail piece and in stores across the country, making it available to millions of Canadians from east coast to west. It not only increased sales, but acted as a positional marketing asset to create awareness of the brand. It was accompanied by a digital campaign including carousel ads for Instagram and Facebook, which received a ton of traffic and click-throughs.
I was the lead graphic designer for this project from concept to creation. Some of my duties the project included collaborating on look and feel of the book, assisting on set at the photoshoot, designing the layouts, designing the typography, working with the photo retoucher and collaborating with the marketing team to ensure a successful outcome.
The Hudson's Bay holiday book was the most profitable lookbook of the entire year. It was distributed in national newspapers and in stores across the country, making it available to millions of Canadians from east coast to west. It not only increased sales, but acted as positional marketing asset to create awareness of the brand.
I was the lead graphic designer for this sixty-page holiday book. From concept to creation, some of my duties on this project included collaborating on look and feel of the book, assisting on set at the photoshoots, designing the layout, designing the typography, working with the photo retoucher and collaborating with the marketing team to ensure a successful outcome.