SEPHORA X KOHL’S
bareMinerals: Launching BAREPRO
Business Challenge
Sephora aimed to elevate omni-channel campaign ecosystems that unify brand voice across digital, retail, social, and experiential platforms — especially in a highly competitive beauty landscape where storytelling drives loyalty and revenue.
Role & Strategy
As strategic creative lead, I built campaign frameworks that brought unified brand storytelling across channels while maintaining localized relevance.
Creative Solution
We constructed an integrated campaign ecosystem blending high-impact visuals, product narratives, motion content, and social amplification strategies to elevate consumer engagement and reinforce Sephora’s brand authority.
Execution
Portfolio creative strategy definition
Cross-channel content and motion direction
Alignment of digital, retail, and experiential visuals
Ongoing optimization with data insights woven into creative
Impact & Results
Strengthened cohesive brand perception
Unified campaigns across physical and digital communities
Increased cross-channel engagement with consistent storytelling
Art Direction HIGH-LEVEL CAMPAIGN AESTHETICS & BRANDING
Objective: Maintain creative consistency across multiple campaigns while innovating within brand guidelines.
Strategy: Developed a comprehensive visual identity system to ensure strong, cohesive brand messaging.
Execution:
Created brand guidelines, including typography, color systems, and creative assets for digital and print.
Directed photoshoots, post-production, and motion graphics to elevate campaign storytelling.
Partnered with designers, copywriters, photographers, editors and developers to craft visually engaging narratives.
Results:
Reinforced brand equity through consistent design execution.
Increased audience engagement with visually dynamic creative elements.
Strengthened marketing campaigns through compelling visual storytelling.
Creative Strategy & Art Directon INTEGRATED BRAND GROWTH & DIGITAL STORYTELLING
Objective: Develop and execute cohesive cross-channel campaigns that enhance brand identity, optimize user engagement, and drive conversions.
Strategy:
Crafted a digital-first marketing framework, integrating social media, paid media, and in-store activations for a seamless brand experience.
Focused on data-driven storytelling and aesthetic consistency to enhance customer interaction across all platforms.
Execution:
Launched high-performing Instagram & TikTok campaigns, leveraging engaging video and static creatives.
Designed interactive landing pages and optimized UX for seamless navigation.
Led art direction for digital ads, ensuring brand consistency across Meta, Google, and CRM marketing.
Directed photoshoots, post-production, and motion graphics to elevate brand storytelling.
Results:
Strengthened brand presence with a unified digital and in-store strategy.
Improved audience engagement through interactive and visually compelling content.
Enhanced ad performance and conversions through iterative creative refinements.
Reinforced brand equity with consistent and impactful visual language.