BEAUTY BAY had developed a winter cosmetics collection during the early stages of the covid pandemic and aimed to meet initial sales targets during continued restrictions and sustain customer acquisition rates that had been growing since the first lockdown. I was asked to plan and direct the visual approach for packaging designs and supporting advertisements. The final concept drew inspiration from Euphoria, creating a midnight dream aesthetic to show successful beauty influencers creating their own magical looks at home during restrictions. The campaign was produced successfully despite ongoing restrictions and met all key metrics and sales targets.
