"Fresh Face in 5"
Art direction, concept, and execution for all the beauty social videos and social content assets for the Sonia Kashuk line sold at Target.
Background: Sonia Kashuk was one of the first “masstige” beauty brands, a direct collaboration with Target that brought a prestige beauty brand to the masses. Target wanted to update the tone of voice and look and feel of this brand for social media. The challenge was to differentiate the SK brand from other beauty brands while increasing Target’s brand equity grounded in an accessible style, while also capturing millennials by providing valuable and aspirational content. We developed a series of social media video “how to’s" showcasing specific collections. Sonia’s beauty expertise was the foundation of the tutorials. These videos maintain the upscale Sonia Kashuk brand perception while delivering effortless style and relevant content for social media reaching millennials on YouTube and social media. The look and feel considered elements such as typography, light, set color, music, styling, and talent casting, to develop a classic and approachable sense of elevated beauty.
Role: Senior Art Director lead for this account. In charge of developing the concept, leading art direction, all talent casting (models, photographers, and stylists). Onset direction, styling, and film crew oversight. Design, post-production editing direction, and client relations. To maximize efficiencies, at the production stage we captured content for both motion and stills simultaneously. The deliverables required still photography for all social media needs, behind the scenes footage, and the video content. I oversaw three production crews to accomplish the assignment: Video crew, still photography crew, and lay-downs photography/video crew to support content.