Role: Digital Designer
Overview: I owned the art direction for product photography and digital design for the launch of Laura Geller's Better Than Block Serum SPF 50 Foundation, a skincare-meets-makeup innovation.
My objective was to position this multi-tasking innovation (for a brand whose hero products are Baked powders) as a must-have for Laura Geller's core consumer, women over 40, which is a consumer base concerned with sun spots, hyperpigmentation and aging skin.
I recommended emphasizing the skin concern solutions and skincare benefits as a key element in this product's story telling, knowing this would continue to set this product apart. I developed an editorial style creative direction that balanced education and playfulness summer and sun brings, while highlighting the products dual benefits.
Creative Director: Tiffany Bianco
Associate Creative Director: Laura Onuska
Art Director: Greta White
Photographer: David Lazarus, Peter Rosa