The Process

While at Anthro, I led all beauty initiatives - concepting, art directing and executing full 360 digital campaigns.

The process began with a conversation with beauty leads on the needs of the business; then I worked closely with the ECD to creatively meet those objectives. The campaigns were either brand focused (Albeit, Darphin) or instructional (How to Use Oils, Mask Bar). They utilized UI shopping features such as product trays, marrying content and commerce seamlessly that resulted in higher conversions and increased sales.

After the strategy was cemented, I began to develop a creative identity and determine if additional asks were needed; i.e. illustrations, animation, video, etc.. I pulled swipe and created a shot list that was passed to illustrator or creative director.

For Darphin (see above), I sought out Brazilian illustrator, Willian Santiago, to illustrate ingredients in their signature essential oils. This gave the campaign a unique presence and worked well across all channels, such as social.

Content + Ecommerce

One of my successes at Anthro was exploring the way commerce and content lived on a page. It's important that the experience was not just beautiful, but functional as a shopping tool. Below is an example of an instructional page that highlighted products in a coversational manner while showing a breath of other relatable products. Users could shop categories or through the shopping tray at the bottom. The shopping tray allowed them to read short bios and quick shop which resulted in one less click thru and increased sales due to simplfying the UI experience through design.