SMASHBOX / PRIMER REINVENTION LAUNCH
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I started at Smashbox right in time for early concepting on the Silkscreen Pmimers reinvention launch. This was a social first campaign launch, and I worked on concepts for hero videos and led the digital rollout.

  • Art Direction
  • Concepting
  • Global Brand Guidelines + Toolkits

  • Production Oversite

    • The below showcases early concepting I worked on for social content for the Primer Launch. The approach was to create a suite of behind the scenes, raw video interviews of our campaign cast where each cast member shares what they are "Primed For". Cast members were found who all had personal artistic practices, from music to artmaking, so this would be a way of getting to know the faces and people more intimately, who would also be seen in the more elevated and polished storytelling in wild postings, VM, and online.

    Below is a selection of final social videos featuring the "cast".

    For online the cast was shot in studio, then turned into a collage tool kit for use in email and site. Below shoes a preview.


    For site I developed cutdown GIF's to integrate storytelling into product pages

    For product pages, new ingredients were rolled out, placed polaroids to tie into the collage style of the brand campaign. Shade range models were styled to be sbx edgy, but more paired down than "our cast".

    SITE DESIGN CONCEPT FOR PRODUCT PAGE

    SITE DESIGN CONCEPT FOR CAMPAIGN LAUNCH + SITE TAKEOVER