Estée Lauder 'Double Wear'
Working in a creative team with a copywriter from initial pitch phase, I have art directed a campaign that celebrates female confidence and is both intimate and high-end. As part of the campaign, the three talent-led, documentary films were shot featuring three female influencers including journalist Pandora Sykes, musician Izzy Bizu and adventure blogger Sophie Radcliffe, following them in their day-to-day activities.
By shooting bespoke stills featuring the girl's personal foundation shade and unique props, we ensured that each image sequence can be identified with one of the girls. Finally, I have created guidelines for the campaign rollout across digital, including stills, campaign microsite, social assets and digital advertising.
Using influencers, bespoke content was shot to cover every product in the range and every shade of the foundation. The content was used for an extensive social campaign as well as a microsite which featured a shade finder. The three influencers were journalist and podcaster Pandora Sykes, musician Izzy Bizu and adventurer and blogger, Sophie Radcliffe.
A series of content led online films was created to sit across social channels celebrating confidence through the stories of three influencers. Users received 30 minutes of ad-free listening after watching the 30” Double Wear video. It was only served when Spotify was in-view and a 5 second clickable end card drove engagement with an opportunity to click through to the site.
The social campaign ran in three stages: sampling activity, main campaign with bespoke assets and up weight sampling activity with bespoke assets.