Estée Lauder — Gifts to Win Her Heart
BRAND
Estée Lauder
VENUE
CDFG, Sanya Haitang Bay, China
DATE
December 2019
FORMAT
Holiday retail campaign
OVERVIEW
One holiday story, six months in the making.
OVERVIEW
A holiday campaign needs to do more than make an impression at launch. It needs to carry a coherent brand story through the whole retail environment. For Estée Lauder’s Gifts to Win Her Heart campaign at CDFG Sanya, the challenge was to support a holiday gifting initiative in a luxury beauty retail environment: a holiday-themed shopping environment for the brand’s make-up, skincare and fragrance best-sellers, combining illustrations by Megan Hess with animation and a light show. It took six months of designing before the final designs came to life.
My contribution
- 01Concept pitch
- 02Layout planning and technical detailing
- 033D design and art direction
- 04Production coordination
- 05Graphic, artwork and packaging design
- 06Event set-up, styling and photography
Designed at Mercury Live & Lumina Live with the agency team · Illustrations by Megan Hess
MY CONTRIBUTION
My work on the project formed part of the delivery of this campaign in Sanya, China. My part covered the concept pitch, layout planning and technical detailing, 3D design and art direction, production coordination, graphic, artwork and packaging design, and event set-up, styling and photography. The project sits within my experience of producing creative work for luxury and beauty brands, where visual presentation, brand consistency and the practical demands of retail environments need to work together.
Why it matters
Six months of design is a long time to keep an idea intact. The work needs to stay coherent from the first pitch to the final install, while meeting the requirements of its retail context and the brand it represents. This project reflects my experience working within luxury beauty campaigns and the relationship between creative intent and delivery.
OVERVIEW
A campaign is more than its launch moment. It’s everything that has to hold together to get there.
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