These stop motion “micro stories” were concepted and shot to support key launches in the upcoming season. photography: elle muliarchyk

This experience was concepted as an in-store & online destination for a woman to be inspired by current trends in lip color, and then create her own custom lipstick. She would be able to to customize her lipstick shade, finish, formula and case. She could also "try on" her custom shade, share her photo with friends, and chat with Makeup Artists and a community of brand loyalists.

Assets created to support the launch of a new Estée Lauder lipstick, marketed towards a younger consumer. The digital film was created as the primary launch asset. It stars Kendall Jenner, Elle King, and the original song "Wild Love".

agency (for video): piro

Watch the Film "Wild Love"

Beauty Is Boring - Lip ReMix video

Behind the Scenes of "Wild Love"

press:
People.com

Us Weekly

This launch supported a worldwide first for an eye serum: an ultra-nourishing, skin strengthening formula with an innovative 360° cushion of plumping support to give eyes a fresh, “wide-open” look.

Watch the Eye Movements Video

Watch the 360 Video

Watch the Tutorial

Estée Lauder believed “3 minutes is all beauty should ever take.” This experience is a modern interpretation of that philosophy.
photography: john midgely

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What do you get when you combine one of the most successful female fashion designers with a world-famous beauty brand created by one of the first female entrepreneurs? The ultimate makeup collection you can’t live without.

In-Store Product Animation

A fluid, long-wear makeup with SPF 30 that offers the look and feel of flawless skin plus real protection and 24-hour staying power. The water-light fluid formula offers an invisible defense against environmental damage from UV rays and pollution.

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Estée Lauder created The Estée Edit collection for Sephora to recruit millennial consumers. Along with living on sephora.com, mini brand experience was created for the esteelauder.com brand site.

Re-Nutriv luxury skincare formulated a new antiaging collection, by sourcing rare, regenerative ingredients for this unique product line. Each product contains Floralixir Dew, which is made from the Himalayan gentian and the Brasil Everlasting — two rare flowers known for surviving in harsh conditions. 

Watch the Film

Email marketing is the largest driver of traffic and conversion to Estée Lauder brand sites. As the inbox competition continually grows, these brand touch points are constantly being rethought, so they feel fresh, intriguing and maintain their role in growing the business.

This launch supported the introduction of an innovative stick which combines liquid makeup and applicator in one. Touch on, buff and blend to your perfect nude. Creative deliverables included a launch experience on brand sites, PC / mobile display, a product benefit video, as well as usage animations on brand spokesmodels.

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Watch Product Animation

This high performance, multi-action creme with Moringa Extract significantly improves visible firmness, density and elasticity. Lines and wrinkles look reduced. Skin is nourished and beautifully revitalized.

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View Moringa Video

Modern Muse Chic was inspired by the complexity of a modern woman. Who is Modern Muse Chic? Bold, original, extroverted and creative. This campaign supported the launch which followed up the award-winning Modern Muse fragrance launch.

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Pure Color Envy Hi-Lustre Lipstick transforms lips with lustrous color and brilliant shine. Consisting of a curated spectrum of shades from the perfect nudes and sophisticated mauves to bold reds and sassy corals, these lipsticks offer luminosity, intense moisture and amazing color pay-off.

Intended to invigorate interest in its classic perfumes among younger consumers, Estée Lauder introduced a unique new bottle design as well as narrative content that celebrates it's heritage in fragrance.

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This project involved the launch of the following site enhancements: scaling homepage content, cascading global navigation, and redesigned multi & single product pages. All enhancements went through extensive user testing prior to being launched & all outperformed previous creative.

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Launched in 2006, this full-scale redesign of the Ann Taylor website included all pages, the shopping cart, and product photography.

My eCommerce experience dates back to 2004 at jcrew, where a large part of the workload was email marketing, site refreshes and the 2004 swimfinder.

At Ann Taylor, editorial stories included the Knit Collection, the Fall Runway Show, and seasonal stories including Summer Occasions, Celebration Wedding Dresses and Holiday.