Case Study Fragrance launch campaigns
JO MALONE LONDON - Myrrh & Tonka and Star Magnolia
Comissioned to create new hero images for several of the new fragrance launches. Focusing on ingredient storytelling. The imagery is graphic and punchy, powerful. Steering clear of anything romantic and sentimental. The photos needed to feel both classic and current, and the format needed to be flexible, as the images would be used on everything from fragrance sample cards, instore displays to posters in travel retail. Artful, versatile composition was key.
Creative direction
Project management
Digital strategy
Animation design
Storyboarding
Art buying & production
Budget management
On-set art direction
Typography
Case Study Fragrance launch campaign
BASIL AND NEROLI
Scope: Global creative direction, project management, digital strategy, animation design, storyboarding, art buying & production, budget management, on-set art direction, typography.
Approach: Jo Malone had always been known as a London brand, but there needed to be a fresh twist. Asked to develop the idea of a young couple having a London lark––roaming the city and exploring. The vibe was 1960s: Twiggy, David Bailey and Mary Quant. The campaign was shot by the inimitable Tim Walker using a fisheye lens to give an off-kilter, groovy feel.
Creative direction
Project management
Digital strategy
Animation design
Storyboarding
Art buying & production
Budget management
On-set art direction
Typography
Case Study Basil and Neroli global brand film
Scope: creative direction, project management, storyboarding, art buying & production, budget management, on set art direction.
Deliverables: brand film for PR event, web and social.
Case Study Email Acquisition Campaign
Mailing list acquisition campaign
Scope: Creative direction, UX and digital design, animated film, storyboard and direction.
Approach: To tie in with the London Lark campaign, I worked with Jo Malone's CRM team to create an interactive digital experience. Customers were invited to take a virtual tour of London and create a #LondonLark avatar. The campaign was a huge success, and nearly half-a-million people used the tool. The team was able to send 50,000 fragrance samples to new customers from this promotion alone.
Deliverables: Interactive micro site, personalized sample mailer, social media
UX flow of digital experience
