Creative /Art Director
Credits
Convicts NYC
Highlights
• 5 million views across Estée Lauder’s global digital channels within the first month of launch.
• The explainer film effectively communicated the fund’s mission, resulting in a 20% increase in website traffic
• UGC-driven activations led to the creation of over 10,000 unique posts using the campaign hashtag, generating 15 million impressions across platforms.
• The campaign achieved a 25% increase in follower engagement on Estée Lauder’s social media accounts during the campaign period.
As Creative Director, I worked with Convicts NYC and the Estée Lauder team to create a global campaign for the Emerging Leaders Fund. The campaign aimed to inspire younger generations to believe in themselves by showcasing a diverse group of leaders redefining what leadership means in a new era. The overarching goal was to communicate themes of change, hope, and prosperity while establishing the fund as a catalyst for progress and empowerment.
We worked together to develop creative conceptualization, writing, and storyboarding for the campaign’s main film and explainer film, ensuring that the messaging resonated with the intended audience while remaining aligned with Estée Lauder’s brand. Alongside the team, I consulted on the visual direction for the campaign design. Additionally, we introduced innovative social UGC concepts, encouraging organic engagement and participation across digital platforms.
ESTEÉ LAUDER
