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Editorial: NAILED IT!
Editorial shoot with Daniel Thomas Smith, reviving the noughties with striking makeup palettes and nail looks.
METAVERSE BEAUTY WEEK
A cutting-edge digital festival merging beauty with virtual reality across platforms like Decentraland, Roblox, and Spatial, with in-person events at Flannels, London. Featuring brands such as Neutrogena, Lush, and Lottie London, the event offered AR filters, digital wearables, and gamified experiences, redefining beauty marketing in the metaverse.
MARC JACOBS: Perfect Pride
Marc Jacobs unveiled a scented Perfect Pride experience in London and Manchester, transforming a TikTok filter into a real-life rainbow stage. This campaign drove 8.1 billion shares on TikTok with #PerfectPride. In partnership with AKT, the initiative supported LGBTQ+ youth homelessness, funding accommodation for 114 young people in the UK.
INFINITE FASHION X DRESSX
A digital collection inspired by Metaverse escapism, created with digital artists and launched with i-D and DressX, featuring garments and footwear for immersive, virtual experiences.
MILANI: #NOFILTERHJUSTMILANI
A digital-first 360 campaign celebrating authenticity and self-confidence, featuring Milani's Conceal + Perfect Foundation. The campaign showcased unfiltered talent in a before-and-after format, highlighting natural skin and Milani's buildable coverage. It included digital and out-of-home (OOH) elements, innovative talent casting, and extensive social media engagement, achieving significant brand awareness and community connection.
MAC Cosmetics: #GetYourFix
This campaign launched the Studio Fix Soft Matte Foundation Stick, focusing on creating a flawless, matte look with long-lasting coverage. Featuring both digital and in-store elements, the campaign highlighted the foundation's versatility for perfecting skin tone, contouring and highlighting.
Shiseido: #AlivewithBeauty NFT Community Programme
To mark Shiseido's 150th anniversary, an innovative AI-powered NFT community programme was launched. This campaign featured the co-creation of 150 limited-edition NFTs with AI and five pioneering women in beauty and tech. The NFTs were released via a sweepstake, supported by extensive 360° content to guide users through the experience.
Jack Wills: Tis the Szn
A comprehensive rebranding for Jack Wills, shifting from its preppy past to resonate with trend-led consumers. This 360 campaign included TV, print, and reactive social strategies, leveraging TikTok trends and a diverse talent network. This approach revitalised the brand, significantly increasing awareness, positive sentiment, and sales.
Jack Wills: Just Jack
The #JustJack campaign for Jack Wills redefined the brand's appeal to Gen Z by launching a vibrant, 90s-inspired promotional blitz. It combined TV ads, outdoor displays, and a dynamic TikTok challenge to drive engagement. Influencers played a key role, tapping into the spontaneity of youth culture. The campaign garnered over 4 billion TikTok views, a 25% surge in brand searches, and a 47% boost in weekly sales, underscoring its success in resonating with a younger audience.
SALLY HANSEN: CAMPAIGNS
Managed Sally Hansen's 360 campaigns for five years, including iconic launches such as collaborations with Disney’s Cruella and Peeps.
SALLY HANSEN: EVERGREEN CONTENT
Elevated Sally Hansen's brand by engaging their social audiences through monthly evergreen and reactive content. Additionally, spearheaded the launch of Sally Hansen on TikTok, significantly boosting brand awareness and social media engagement. This strategic approach enhanced the brand's digital presence, showcasing the importance of self-expression.
Sally Hansen X GLAAD
Developed and directed Sally Hansen's first male-led campaign in collaboration with GLAAD, celebrating Pride with a vibrant polish collection. Partnering with social media influencer Benny Drama, engaging content was created to highlight self-expression and the significance of Pride.
ghd: God’s Gift to Queens
Launched ghd's largest 360-degree Christmas campaign to date, ‘God's Gift to Queens’, for the Royal Dynasty holiday collection. The campaign featured diverse talent across digital platforms, out-of-home, in-store, in-salon and press, creating a comprehensive and engaging ecosystem to boost consumer awareness.
House of Fraser: Beauty
Led social media and campaign executions for House of Fraser's beauty offerings. This included developing an editorial magazine to narrate beauty stories for partner brands, enhancing brand loyalty and customer engagement in the beauty sector.
CoverGirl: Lash Blast Clean Volume Mascara
For the launch of CoverGirl's Lash Blast Clean Volume Mascara, managed a 360° campaign encompassing digital, social and in-store strategies. This comprehensive approach effectively showcased the mascara's clean formula and volumising effects.