TRESLÚCE BEAUTY
Propelled business expansion for Treslúce by surpassing sales predictions, broadening product lines, and cultivating a larger customer base along with an increased social media following.
Roles: Creative Direction, Planning, Strategy, Design for Becky G’s beauty brand, Treslúce Beauty.
The team collaborated intensively, deftly maneuvering their creative prowess to yield an exhilarating launch for our empowering hot rod-inspired lip product. By incorporating a striking car boasting alluring red accents, we effectively echoed the dynamism of our captivating Luscious Lip collection. Moreover, this automotive element granted us the opportunity to embark on an enthralling narrative, evoking the thrill of a high-stakes heist. As an Associate Creative Director, I relished the chance to contribute to this playful endeavor, overseeing the art direction, routing, editing, and design aspects. The attached glimpses showcase my meticulously crafted storyboards and audacious inspiration, culminating in the remarkable final deliverables. Despite the inclement weather on the shoot day, our unwavering determination resulted in the creation of resplendent content. My heartfelt applause goes out to the entire team for their exceptional efforts.
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Our collaborative efforts yielded a captivating activation centered around a renaissance-inspired banquet, showcasing a resplendent table brimming with abundance. Rooted in the concepts of good fortune and hopeful transformation, our goal was to bid farewell to the year and embrace the new one with optimism for positive change. It was an absolute honor to contribute to this project alongside an exceptional team, witnessing my creative ideas manifest into a tangible experience. From the enchanting moment of blowing out the candle to the effervescent champagne and the grand reveal under the cloche, my concepts seamlessly integrated into the broader collective effort, resulting in a truly mesmerizing launch. The overwhelming success was immensely gratifying, as our Midnight Deseos palette sold out within the first day of its release, solidifying the impact of our collective vision.
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Let me share with you the remarkable shoot I had the privilege to direct at a breathtaking off-site location, nestled in a picturesque backyard. While my personal inclination leaned towards choosing The Greystone Mansion, a site close to my heart for its sentimental value, I humbly deferred to the team's decision, opting instead for the thematically aligned venue of La Flor. What truly captivated me about this project was the exquisite artwork associated with the campaign. We had the honor of collaborating with the immensely talented Latiné illustrator from México, Indi Maverick, who crafted the mesmerizing cover art for our hero launch item, the La Flor De México Eyeshadow Palette. As a Latiné fine artist myself, her art resonated deeply with me.
The shoot, located near the vibrant Magnificent Mile, entailed meticulous planning, meticulous location scouting, and nimble adaptation to the unforeseen challenge of overcast weather, which wasn't ideal for an outdoor shoot. However, with the expertise of our retouchers and the flexibility of our colorists, we seamlessly transformed any visual imperfections. In the final stages, due to limited editing resources, I, along with several team members, including myself, actively contributed to hands-on video creation and design. Witnessing our collective initiatives come to life, both in-store at Ulta and across our esteemed retail partner's channels, was an absolute delight.
Within the marketing space, my role encompassed strategic planning, guiding the fulfillment process, ideation, and video content creation. On set, I directed the photo/video production, provided creative direction for set design, and skillfully guided our talented models. It was an immersive and fulfilling experience, bringing our collective vision to fruition.
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MIXED REALITY
During a time of challenges, our team rose to the occasion, seizing both big and small victories to fill a void. With limited resources, my collaboration with this adaptable and exceptional group proved to be a potent mix, resulting in bold and impactful content. The success we achieved was a testament to the power of collective effort.
I proudly presented my concepts and ideation to Becky G's team, with her wonderful Mom leading the charge. Their approval paved the way for a breathtaking activation that captured the essence of boldness and daring (atrevidé), while also fostering empowerment within the community through creativity and beauty. A particularly poignant moment was the exploration of heritage through a heartfelt Q&A, a topic close to my heart after years of dedicated work in human rights and social justice. Having my concept celebrated was a deeply empowering experience as a Latiné individual.
Within the marketing realm, my role encompassed strategic planning, design strategy, guiding the fulfillment process, ideation, and the creation of compelling video content. On set, I took charge of directing photo and video production, ensuring the content captured the essence of our vision. I also lent my expertise to set design, ensuring every detail reflected our creative vision, and skillfully directed the talent on-site, ensuring their performances were nothing short of exceptional.
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BTS
