For the 2021 La Mer Holiday campaign (360 global), I was lead designer on social, digital, e-comm and print assets while working hand-in-hand with both the packaging team and visual merchandising team to ensure cohesiveness for each touchpoint. I worked on this project from the ideation phase through release phase. My role included concept brainstorming, storyboarding, ownership of concept/pre-shoot deck & post shoot deck, shot list creation, post shoot retouching notes, post production video editing, working hand-in-hand with post houses on finalizing still and motion assets, the building of all social, digital, and e-comm files, presenting to senior leadership and the overseeing of production designers for campaign release to global markets.
The Tales of La Mer takes the consumer on a whimsical holiday journey beginning with Chapter 1, The Tales of Curiosity in Max Huber’s laboratory featuring the holiday sets. The consumer then is led to Chapter 2, The Tales of Possibility featuring the Gifting Gallery. Chapter 3 features the Advent Calendar and the Tales of Artistry while Chapter 4 takes the consumer to the Tales of Celebration…the ultimate gifting and unboxing moment.
(ECD: Bess Yoham; Design Director: Zoe Pu; Photographer: Dominic Neitz; Set Designer: Daniel Sean Murphy; Set Designer: Jocelyne Beaudoin; Retouching and Motion Partner: Urban Studios/CVLT)