Brow Defining Boost Campaign
“Brow Defining Boost is about everyday confidence.”
The campaign was the launch of the brand new product for the Rodan + Fields portfolio: a brow product that has volume, fullness, buildable coverage, and definition. Our challenge was to show color, efficacy, and texture digitally. We leaned into the beauty and confidence of our talent, highlighting their brow concerns and featuring four different tints.
I led the art direction for the photos and videos. I partnered with an agency to develop CGI for the products, and storyboarded the product launch sizzle and how-to videos. I worked closely with editors to make sure we were telling an engaging, fun story.
I had the idea to make these “how-to” videos more personal to the talent, while speaking to their own brow concern. I’m really happy with how the videos turned out with the application technique paired with each user’s brow concern
Despite all the obstacles of this shoot (April 2020), I’m so proud of how the campaign came together, a beautiful combination of CGI, product info, and beauty moments (self-shot by models via iPhones)
Brow Defining Boost
Rodan + Fields
Product Launch Campaign
July 2020
USA
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As the Art Director, I worked closely with the CD, designers, copywriters, production team, and product development team to develop a 360 digital marketing campaign for the new Brow Defining Boost.
My team and I brainstorm and developed: model (beauty) + product imagery; digital + eCommerce marketing (homepages, PDP pages, landing pages); social media, and videos: (product sizzles + how-to’s). -
It was March 2020 and one week before our photo + video shoot, the COVID-19 pandemic shut everything down.
My team and I resorted to shooting everything remotely. Our models photographed themselves via iPhones + Zoom (We mailed each model an at-home setup which included: a ring light, an iphone, seamless paper + stand, and a how-to set-up guide.) Product shots and CGI were also directed via Zoom.
During a time of so many unknowns and tremendous chaos, my team and I pulled off a product launch + campaign. We launched R+F Brow Defining Boost, with beautiful imagery and on schedule, July 2020.
I am proud of my team, this campaign, and everyone involved.
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It took a village, but we did it! To name a few where credit’s due…
Rodan + Fields Creative Team:
Emily Mann (Art Director), Emily Zuckerman (Creative Director), Aliza Morris (Sr Designer), Emily McCarthy (Associate Director Copywriter), Cassandra Benth (Campaign Copywriter), Joe Pioggia (Sr Director, Video + Photo), Sarah Lipoff (Sr Production Manager), Eric Scheib (Sr Retoucher - Photo), Ruban Tamrakar (Video Editor + CGI advisor), Michael Maldonado (Video - Color Grading), Amanda Ferenc (Sr Project Manager), Linda Champagne (Project Manager - Video), April Marquet (Production Artist)
External Collaborators:
Beauty models (In the first weeks of COVID-19, the models photographed themselves with an iPhone with the virtual guidance of Emily Zuckerman and Joe Pioggia), Cult Creative-Agency team (assisted with CGI + product photos)