Exploring 100 years of Maybelline Mascara offered a unique opportunity help redefine what that looked like on packaging, in store & online.
Photos By: Brook Pifer
There is a fine line when working with a dance company, taking the branding and imagery too far can create a inauthentic feeling and the direct connection to the company is lost. Nothing is more beautiful than the extension of a ballerina. Nothing symbolizes tradition more than a pink satin point shoes. Messing with that insight is ludicrous. Ballet Next is a NYC based ballet company founded in 2011 by ABT principle dancer Michele Lee Wiles. This next stage of the dance company, we wanted to focus on the three main principles of the company: Always on Pointe / Small intimate shows / Live Music. One big factor in this refresh was the focus on lifestyle and culture on all social channels. Bulking up "day in the life" Instagram content, engaging patrons on-line and creating an integrated website to host all content were all necessary in this next phase of the company.
Taking the company in a more feminine and approachable direction with a desire so explore the coy side of the ballerinas sensuality. Softer color palettes were selected as were more editorial typefaces to support this transition.
Capturing the creation of the dance rather than the final product was the foundation of our evolution. Photographing rehearsals and daily life of all the dancers & generating video vignettes were all captured IRT.
Our desire was to embrace our growing social community/ influencers. We focused our cultural content creation to adapt to a real-time, social legibility and generated social based events to celebrate dance in real-time.
Fifty years after the first live recording of Satisfaction was ever recorded, it was slated to be released in a limited edition box set. A whirlwind festival schedule was booked and the full feature film was officially released for the first time. The film takes place over a single weekend while the Rolling Stones travel through Ireland on a mini-tour. A Digital strategy was crafty to bring analogue format to a digital media marketing medium.
Snackable content was created to further promote the film's official release on media outlets such as BuzzFeed.
Advertorials were designed to run in WWD and other fashion publications to further promote the impact of the music.
In typical Gal-Friday fashion, I knocked out all make-up styling, set dressing and behind the scenes photography for social channels.
Store Design: So many incredible firms played a role in bringing this store to life and we were truly grateful to be a part of the team. Our role was to bring the fun and personality of the brand into the store’s design. Lifts were transformed into phone booths, Green Girl had her own line of boutiques and Blue became London’s newest spy hero. Working to create massive panoramic scenes spanning 30 or more feet presented a challenge in and of itself accounting for scale and file size but throw in an evolving construction site and it was go time.
One of our favorite initiatives was the Portrait Gallery which featured 10 of England’s fabled and historic figures and transforming them into M&M’S characters. King Henry was portrayed by Red while Blue and Green captured hearts as Sir Lancelot and Lady Guinevere. Each portrait was hand painted and a true artistic accomplishment for our creative team.
We also concepted and developed the brand’s first ever Mix Lab featuring a kiosk ordering system for custom M&M’S packaging. A marvel in magic and science, the Mix Lab is a one-of-a-kind creation that we hope to take to other M&M’S WORLD locations.
Media Messaging: London attracts visitors from around the globe with its charm and dignity, amazing museums and wonderful shopping. With so many guests, media messaging in this metropolis is quite competitive. We were pleased to develop the grand opening media plan and continue to develop comprehensive plans for 2012 with particular anticipation for the Olympic Games.
The Grand Staircase featured a series of 10 Character portraits depicted as notable British icons; Green Girl as Britannia, Red as Henry the 8th & Blue as Shakespeare.
Throughout the store, we were tasked with creating custom experiences that needed custom fabrication; Neon Molding, Metallic Work Stations & Scientific Bookcases.
In addition to the 4 floor of Fun, we need to generate awareness that the store was now open to all the M&M fans in the streets and on their way to the Olympic Games.
Video & Photos By: Carlos Amoedo
Make believe is one of my guilty pleasures, so when I had a chance to develop a storyline and produce an exclusive online fashion story, I ran with it. Pulling inspiration from my own heritage and wishful thinking.
We wanted to create a story of an urban Fabergé princess who was tired of waiting around for her prince. The storyline allowed her to take matters into her own hands and enjoy life on her terms.
The production crew was heavily curated. We pulled together the best stylist and director in town to make an editorial experience filled with details.
Custom soundtrack, seductive voice-over and incredible footage of a triumph motorcycle gave us more than enough material to let us all live happily ever after.
Established in 1993, the established restaurant / market was moving locations and needed to remind its customers that their new location was a destination, not just a "on the way" cafe. Their brand was in need of an entire overhaul. Logo, colors, textiles, employee engagement & customer perception all had to change.
The new logo is an illustration of the restored historic farmhouse Sydney's now lives in. It was used to remind people that they are now a stand-alone establishment & that they wanted to "welcome" the community into their new home.
All key messaging focuses on additional service offerings. Educating their community that they now have a full-service dining room in addition to their well established "stock your fridge" market. Partnerships with local companies helped to establish this messaging beyond social media integration.
Custom photography was taken in the manner of POV perspective. All shots were taken on-site on the reclaimed wood tables and used natural lighting. All photographs were develop to be featured on the new website & social channels.