Art direction, concept, and execution for all the beauty social videos and social content assets for the Sonia Kashuk line sold at Target.
Function: Senior Art Director for this account in charge of developing the concept, leading art direction, all talent casting (models, photographers, and stylists) Onset direction, and post-production editing direction.
As lead creative for the campaign, I was in charge of creating cohesion between all assets of the social campaign, including concept/message (working with a copywriter), talent casting (working with production and talent agencies), on-set direction (working with video director, DP, photographer and all on set stylists), and post-production editing (with retoucher and video editing crew)
Ask: 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.
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. To maximize efficiencies, at the production stage we should capture content for both motion and stills simultaneously. The deliverables required still photography for all social media needs, behind the scenes footage, and 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.
Approach: 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.