Every summer, Color Street releases a nail collection which contain neon pigments. As the art director and design lead, my approach was to create a theme and feeling, not just shades and designs.
Researching fashion and beauty seasonal trends, I developed Neon Nature. This theme allowed a lifestyle to take form, where the looks transition from invigorating days to electrifying nights.
Neon Nature Campaign:
art director
My responsibilities as art director:
Creative brief: created a concept brief where I provided direction for marketing, design, and studio teams
Collection designs: designed the collection illustrations and worked with the color development team to color match shades and finishes (creme, shimmer, etc.) of the nails
Studio direction: lead photo and video shoots for the look and feel as well as styling choices
Campaign content: oversaw all design assets being produced to ensure cohesiveness throughout the campaign
collection moodboard
campaign flyer
campaign e-mail
social media
campaign video
Art Direction
Studio Direction
Campaign Design
Trend Research
Illustration
Skills and programs used:
Adobe Illustrator
Adobe Photoshop
Adobe InDesign