SU16 campaign
Urban Decay renewed their campaign for their best selling mascara "Perversion Mascara". The brief was to concept and create new model photography that will be used across digital, magazine ad's and visual merchandising. The aim is to be at the forefront of trends whilst delivering the brands daredevil personality with a high end aesthetic.
I was involved in all concept stages of the photography. I then lead the development of the styling of the set, lighting, colour palette, make-up, hair and composition. With the tagline "Bigger, Blacker, Badder lashes" already pushing boundaries I felt the imagary needed to compliment this in a subtle, sexy and beautiful way. My idea was to drive your eyes straight to the models eyes, whist being bold beautiful and a hint to the title "perversion".
My focus was always to create conceptual photography that creates brand awareness and to really sell the brands daredevil personality as well as selling the product and it's benefits.
Art Direction:
Jamie O'Sullivan
Creative Direction:
Amy Metzger
Model Photography:
Jamie Nelson
Product Photography:
Greg Carter
@ Urban Decay
Urban Decay Summer 18 Launch.
This was a big seasonal collection. We had a product collaboration with Jean-Michel Basquiat who was a famous american graffiti artist. He rose to fame in the 70's during the post-punk & street art movements for his expressionist art and political statements. The products where 3 make-up pallete's covered in his art which you can also hand on the wall as a canvas + lipsticks, eye pencils & bags. The colours where all representative to his painting style. We also launched other products seperate to this collaboration such as liquid lipsticks & liquid top coats.
The brief was to create a campaign with model & product photography along with design visual language to be carried across digital, social and visual merchandising. Ruby Rose who is the face of our lipsticks was to be the face of the whole seasonal launch.
I lead all concept & art direction stages of the photography, creating the photography brief for model shoot. For still life I lead concept, styling, set design & art direction in studio.
Art Direction:
Jamie O'Sullivan
Creative Direction:
Amy Metzger
Model Photography:
Ellen Von Unworth
Product Photography:
Greg Carter
Vice Lipstick Launch
Urban Decay where re-branding their lipstick range and expanding with many new textures and colours. As Urban Decays values are to bring colour and expression into make-up this was an important launch. With Ruby Rose as the face of the collection it was a perfect fit for a range named "Vice". We took the theme and ran with it, her gender-queer identity with her short hair and tattooes is something to be celebrated in beauty.
This was our first time working with Ruby so I art directed all imagery to be simple in set and focussing on her unique style, each shot feeling powerful and full of expression. This complimented with a huge suite of colourful product shots shows the true range of colours whilst telling brand story too. I lead the art direction, composition and styling of all product photgraphy.
I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole. Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.
Art Direction:
Jamie O'Sullivan
Creative Direction:
Amy Metzger
Model Photography:
Ben Hasset
Product Photography:
Greg Carter
Product swatch styling:
Lauren Beck
Social content across Instagram, Facebook and Youtube.
Manhattan Cosmetics:
A Coty owned beauty brand based in Germany. Their brand tagline is #Beauty in the streets which encompasses how many beauty idea’s are born in the streets.
Strategy:
Create inspiring beauty looks based on monthly data driven insights and trends that beauty fans are searching for in Germany. Our goal is to help stay connected to what’s trending so Manhattan Cosmetics can be ahead of the curve.
Insights can be anything from SEO search levels of “Eye makeup for oval shaped eyes” to culturally relevant trends like “Halloween makeup”.
Creative:
All content will combine street style fashion, makeup & styling. The street is where authenticity lives. All beauty looks will be bold, encourage to embrace your individual style, attainable for the consumer to wear and above all, creative and inspiring.
Creative Direction:
Jamie O'Sullivan
Model Photography:
Jessica Mahaffey
Rebecca Naen
Product Photography:
PIxeleyes
Make-up:
Gina Blondell
Grace Ellington
Nails:
Miaki
Production:
Gemma Wright
The Collaboration.
Gwen Stefani has a long-running personal relationship with the brand - dating back as far as the 90s, when Stefani first met Urban Decay's founder, Wende Zomnir. Stefani expresses the same values, attitude and aspirations as the brand and is complementary to Urban Decay's alternative brand image, leading way to her being the perfect front lady. Zomnir states that Stefani was chosen by Urban Decay as she feels the star breaks down barriers in style, much like the makeup brand. "We dig Gwen's innate ability to set trends and defy expectations." Gwen designed and developed the color range & packaging.
I was involved in all concept stages of the photography. I focused on catching Gwen's recognisable style and to compliment and draw eye to the graphical packaging. I developed of the styling of the set, colour palette, pattern and composition.
I lead the art direction at the product photoshoots. I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole. Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.
Model Photography:
Ben Hasset
Product Photography:
Greg Carter
@ Urban Decay
Social content across Instagram & Facebook.
Wella Professionals:
A global hair brand with a huge portfolio of products.
The Challenge:
Create hair focussed content for the “Wella classic Audience aged 30 +” using mainly the Koleston Hair Dye and Wella Flex styling products. A high volume of assets were requested for a small budget. Wella wanted to create one unified look and feel for their instagram page along with a well crafted grid. This is a new instagram account for Wella global, combining all their products onto one unified account. We did not know what types of content were going to perform well for their new audience.
The Creative:
A colour story would run through all of the assets we create. We created a collection of video, stills and gifs for 6 themed looks. We created a varied amount of types of content so that we could determine what content will work for Wella and what till not perform as well. This consisted of before & afters, full final looks, close up hair textures, hair movement video’s, evening styling, quick how too’s and educational tips.
Creative Direction:
Jamie O'Sullivan
Photography:
Jack Eames
Make-up:
Gina Blondell
Production:
Gemma Wright
Social content across Instagram, Facebook and Youtube for the launch of the new product range “Wonderswipe 2 in 1 liners”.
Manhattan Cosmetics:
A Coty owned beauty brand based in Germany. Their brand tagline is #Beauty in the streets which encompasses how many beauty idea’s are born in the streets.
Strategy:
Create inspiring beauty looks with the new product based on monthly data driven insights and trends that beauty fans are searching for in Germany. Our goal is to help stay connected to what’s trending so Manhattan Cosmetics can be ahead of the curve.
Creative Direction:
Jamie O'Sullivan
Videography:
Crooked House Films
Video Edit:
Luke Prior
Make-up:
Gina Blondell
Styling:
Ruby Elkins
Production:
Gemma Wright
Each season Urban Decay launch a series of new products. For each of the main product launches we create a campaign focusing on the objectives from the marketing and sales strategies. The aim is to be at the forefront of trends whilst delivering the brands daredevil personality with a high end aesthetic.
I was involved in developing concept of the launch and worked directly with the creative director. I created the visual assets along with overall usage and how all the launch fits together. Some layout designing here and there but generally overseeing the creative as a whole. I designed the national magazine ads for Vogue, Harpers Bazaar, Cosmopolitan and others.
Model Photography:
Jamie Nelson
Ben Hasset
Product Photography:
Greg Carter
@ Urban Decay