ROLE
Creative Concepting · Directing · Cinematography · Editing · Social Strategy
Creative Concepting · Directing · Cinematography · Editing · Social Strategy
CAMPAIGN OBJECTIVE
Launch Light & Shadow, a collection of 40 refined, sheer Gel Couleur shades, expanding Aprés' existing sheer color selection. Build awareness and drive consideration among professional nail technicians and everyday consumers by highlighting the collection's versatility, accessibility, and seasonal inspiration.
Launch Light & Shadow, a collection of 40 refined, sheer Gel Couleur shades, expanding Aprés' existing sheer color selection. Build awareness and drive consideration among professional nail technicians and everyday consumers by highlighting the collection's versatility, accessibility, and seasonal inspiration.
CREATIVE APPROACH
I developed the seasonal teaser concept using poetry from the collection's packaging alongside imagery inspired by each season to introduce the new shades.
I developed the seasonal teaser concept using poetry from the collection's packaging alongside imagery inspired by each season to introduce the new shades.
I planned, directed, and shot a two-day, on-location production to capture the hero launch film and supporting assets for wholesale, social media, the website, email campaigns, and trade shows.
Following the launch, I collaborated with the social team and oversaw a full-funnel content strategy incorporating influencer collaborations, UGC, and paid advertising to build awareness, educate audiences, and drive consideration and conversions.
FEATURED CONTENT & PERFORMANCE
Nail Application / Lifestyle Reel | May 6: 277K+ Instagram Views · 4K+ Likes
Launch Giveaway | April 24: 212K+ Instagram Views · 4.6K+ Likes · 10.9K+ Comments
Launch Teaser | April 22: 129K+ Instagram Views · 1.5K+ Likes
Macro Product Teaser: 85K+ Instagram Views · 1.6K+ Likes
Nail Application / Lifestyle Reel | May 6: 277K+ Instagram Views · 4K+ Likes
Launch Giveaway | April 24: 212K+ Instagram Views · 4.6K+ Likes · 10.9K+ Comments
Launch Teaser | April 22: 129K+ Instagram Views · 1.5K+ Likes
Macro Product Teaser: 85K+ Instagram Views · 1.6K+ Likes
Giveaways generated the strongest comment engagement during the launch, with the collection's giveaway receiving nearly 11,000 comments. Product demonstrations, lifestyle content, and creator collaborations supported broader awareness and showcased the collection's versatility.
DELIVERABLES
Hero Launch Film · 4 Seasonal Teasers · Macro Product Reels · Trade Show Visuals · Wholesale Content · Paid Ads
Hero Launch Film · 4 Seasonal Teasers · Macro Product Reels · Trade Show Visuals · Wholesale Content · Paid Ads
Light & Shadow Launch Film
Light & Shadow Summer Teaser
Light & Shadow Fall Teaser
