BEAUTY BAY aimed to improve AOV during its main Christmas campaign and sell out of its limited edition winter collection within 12 weeks. I was asked to direct the visual strategy for a holistic digital gifting campaign that led with the palette and was unique amongst its competitors. Leveraging industry trend insights and the Gen-Z popularised dreamcore aesthetic, we produced visual guidelines and assets that combined winter surrealism with festive motifs to elevate the digital & physical customer experience but remaining commercially relevant. Its impact was evident, meeting all sales targets.
