Estée Lauder
my shade, my story Campaign
Concepting • Art Direction • Storyboarding • Team & Vendor Management
Esteé Lauder North America wanted to create a campaign focusing on the daily life of three women while highlighting the wear, coverage, and finish of Double Wear Stay-In-Place Foundation. Three different personas were ideated based on product benefits and desirable demographics to guide model casting – The Athletic Entrepreneur, The Social Foodie, & The Artistic Gamer.
The Social Foodie loves cooking
and entertaining for her friends
& family.
Double Wear stands up against the heat & humidity of the kitchen so she can focus on what’s most important.
The Artistic Gamer is all about self-expression.
The wear and finish of Double Wear Makeup stays breathable and natural whatever she’s doing.
An additional midfi asset we captured on set to appeal to a Tik Tok aesthetic.
The Athlete is always on the go. Double Wear lasts throughout her day with its Sweat- and Transfer-resistant benefits.
Additional stills for various digital needs.
Hulu Ad Selector Layout
