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Clinique - 'Beyond Perfecting'
Art Direction
Clinique wanted to increase awareness of their new product line, the Beyond Perfecting Foundation + Concealer.
Objective:
1. Drive newness and desirability with the new product line for Clinique
2. Capitilize and integrate the multi-ethnic target within the campaign by showing the range of shades.
3. Get women intrigued and excited to try Clinique Beyond Perfecting Foundation + Concealer.
Like you, they're Perfectionist.
I wanted to showcase the variety of shades while keeping within the brand aesthetic of Clinique. Instead of focusing on models, we wanted to focus on the foundation and the unique applicator.
I sketched out photography and motion graphics concepts to show the range of shades in variety of layouts. Keeping with the clean, bright aesthetic of Clinique I made sure the lighting was direct with minimal shadow.
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