Merry Clinique
2015–2023
MY BABY: Clinique’s annual Holiday Campaign
Holiday at Clinique was a storytelling extravaganza. Thousands of global assets were pulsed out over 4 months including a global E-Commerce takeover, robust gift guides, multiple simultaneous campaigns, sub-campaigns, promotional games, targeted landing pages, videos, online ads, emails, social media, and “holiday-ized” basic business content.
strategic leadership / creative direction / hands-on design
Each year I conducted global competitive and internal audits, analyzed the previous year's data, and presented my activation strategies to senior leadership. Then my team would collaborate with the wider creative team to develop an overarching concept. After that, I ran the project solo to keep our limited human resources focused on the rest of our business, and then aligned with global and local-market creative and marketing partners to ensure worldwide adaptation.
Business + Creative Leadership / Digital Strategy / Creative Direction / Concept Development / Art Direction / Phoot Shoots / UX UI / Style Guide / Go-to-Market Strategy
2022
creative concepT: THE SCIENCE OF HAPPINESS + THE OPTIMISM LAB
It all starts in the lab. The scene is serious and scientific until one last ingredient is added. Then, the magic happens. The gifts burst into life and instantly radiate bright, optimistic vibes. Each one sparks a good mood, a positive thought, an uplifting memory. We can't wait to share.
This year’s Black Friday 2022 was Clinique’s highest single selling day ever.
Past Holiday Programs
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